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R E V O C S I D E H T F O E R T N CE

s u

BRAND GUIDE


HELLO


WELCOME TO THE SQUARE MIRRABOOKA.

THE SQUARE MIRRABOOKA BRAND GUIDE

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OUR VISION


OUR VISION THE SQUARE MIRRABOOKA WILL BE THE FRIENDLY, SAFE CENTRE OF CHOICE FOR EVERYDAY SHOPPING, ENGAGING WITH THE ENTIRE COMMUNITY. The Square Mirrabooka brand, creative, language and tone must always reflect and communicate our vision. We are unique, we are welcoming, we are safe, we are your centre of choice - this is us.

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OUR POSITIONING


GET TO KNOW US OUR BRAND ENCOMPASSES WHO WE ARE - IT CELEBRATES US, OUR STAFF, OUR RETAILERS, OUR SHOPPERS AND OUR COMMUNITY. Our brand has a unique character and voice - one that resonates with our community. We are authentic, welcoming, caring and thoughtful.

OUR BRAND TRAITS AUTHENTIC

WELCOMING

CARING

THOUGHTFUL

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AUTHENTIC


WE ARE AUTHENTIC We have a character and voice that speaks with our community. We are proud of who we are. We share real stories and imagery of who we are in our communication. We speak with our community, not to our community. We engage on a deeper level with the use of original content online, in our advertising, and in centre.

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WELCOMING


WE ARE WELCOMING We are your safe centre of choice. We are the centre of us. We are a destination for you to eat, shop, laugh, and discover new and exciting things. We welcome you, your family and friends to spend some time with us.

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CARING


WE ARE CARING We care about our people and the environment around us. We care about the unique culture that surrounds us. We care about the special traditions that you celebrate. We want to know more about you. We care about you.

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THOUGHTFUL


WE ARE THOUGHTFUL We consider ‘us’, in all that we do. We are always thinking of the diverse and rich community that we are in. Our stores are selected just for you. The atmosphere in our centre, and staff that we employ are all for you. Our seasonal messages and promotions are created with you in mind. We think of you, as we plan our future.

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THE LOGO


THE LAUNCH OF A NEW NAME DEMANDS A NEW BRAND IDENTITY.

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THE LOGO THE SQUARE MIRRABOOKA LOGO DESIGN HAS BEEN INSPIRED BY THE DIVERSITY OF ETHNIC BACKGROUNDS THAT CONSTITUTE THE DEMOGRAPHIC MAKEUP OF THE PRIMARY, SECONDARY AND TERTIARY MARKETS THAT ARE SERVED BY THIS UNIQUE SHOPPING CENTRE.

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Arguably, The Square Mirrabooka has Australia’s most diverse number of countries represented in its customer base with no less than 25. The squares in the square have been designed to graphically represent this level of cultural diversity. The colour palette of blue, white and grey has been chosen to deliver modernity, calmness, warmth and ultimately, deliver a focus on ‘The Square’ as the centre’s name. Mirrabooka is now the signature...or statement of place. Further, the graphic element of the multiple white squares in the blue square allows for interesting graphic interpretation both in signage and marketing extensions. Typographically, the fonts are not only contemporary but timeless. The dark grey of ‘The Square’ is the perfect contrast to the blue of ‘Mirrabooka’ that relates to the blue square of the logo icon block that simply represents the region the centre serves. A fine key line delineates between the two typographical statements providing an anchor to the type panel.

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05 THE LOGO

SAY HELLO TO YOUR NEW LOGO. WHO YOU ARE. WHAT YOU SAY. HOW YOU SAY IT. 05 PHOTOGRAPHY

05 TYPOGRAPHY

20 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

AABC 12345


0 5 I M A G E T R E AT M E N T

05 GRAPHIC DEVICE

0 5 C O L O U R PA L E T T E

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VERTICAL & HORIZONTAL APPLICATIONS THE MASTER LOGO (CENTRED) VERSION should always be the priority logo in terms of usage however, in situations where the horizontal logo is best suited, the horizontal logo should be used. This is particularly relevant for the suite of signage – both exterior and interior – where architectural features or ‘logo opportunities’ will determine the usage format. The logo is only to be represented in its two colour version. THE HORIZONTAL LOGO should be used on a white background and only used when space restrictions are limited to horizontal areas.

MASTER LOGO

22 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

HORIZONTAL LOGO


COLOUR & MONO VERSIONS The logo is only to be represented where possible in its two colour version (as shown in example 1) on a white background, or in mono either in black version to be used on a white background or in white which can be used on a coloured background. THE MASTER LOGO should be used on a white background only. THE MONO LOGO should be used on a white background only. REVERSED LOGO should be used on a coloured background only.

MASTER LOGO

MONO LOGO

REVERSED LOGO

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CLEAR ZONE The clear zone is the space immediately surrounding the logo. It allows the logo to stand apart. When uncluttered, it becomes clearly visible and authoritative. The clear zone has been marked around the two colour version of the stacked logo and is denoted by X. It should not be intruded under any circumstances. To establish the amount of space required the X refers to the width between the word ‘THE’ and ‘SQUARE’ in the stacked logo. The same clear zone is used in both the stacked and the horizontal logo. The space between the graphic square and the words ‘THE SQUARE’ in the stacked logo is measured using the space between the letter ‘B’ and ‘O’ in MIRRABOOKA. The space between the graphic square and the words ‘THE SQUARE’ in the horizontal logo is measured using the letter ‘M’ in MIRRABOOKA.

24 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


DO’S & DON’TS DO’S

Logo to sit on white backgrounds or can sit on black at under 10% tint

This version can sit on either white or differing tints of black but none over 30%

This version can sit on either 100% black or differing tints of black but none under 30%

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DO’S & DON’TS DON’TS The examples below illustrate some of the most common logo application errors. By avoiding these errors, the integrity of the logo will be consistently maintained.

Do not alter the logo scale in any way

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Do not add any additional copy to logo

Do not box the logo in any background colour


DO’S & DON’TS DON’TS The examples below illustrate some of the most common logo application errors. By avoiding these errors, the integrity of the logo will be consistently maintained.

Do not place logo on images

Do not put an outline around logo

Do not angle or crop logo

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LOGO INDENTATION / ALIGNMENT SPECS When applying The Square Mirrabooka logo across any piece of collateral, it must be placed in the top left corner of the artwork with clear space around it as shown below. The examples on the following page demonstrate how the logo should be aligned and placed correctly.

The space between the logo and cut-off edge of artwork should be the same distance as shown between the line below “The Square� and the blue square of the logo.

28 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


LOGO INDENTATION / ALIGNMENT EXAMPLES The examples below illustrate the correct placement and spacing of the logo on various artwork.

VER O C S I D ITH W I D L A

us

ECT N N O C WITH $500 $500

ASK US ABOUT OUR SPECIAL ALDI OFFER! The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

us

FREE WIFI

THROUGHOUT CENTRE CHOOSE THE SQUARE MIRRABOOKA FREE WIFI Follow us:

thesquaremirrabooka.com.au

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COLOUR


PRIMARY COLOURS COOL BLUE

MONO

THE MONO COLOURS ARE PANTONE 424C AT 100% ONLY AND WHITE

SECONDARY COLOURS COOL GREEN

WARM PURPLE

WARM ORANGE

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MIRRABOOKA BLUE Blue is one of the colours that we are exposed to the most on a daily basis, which makes it a colour that we feel comfortable, relateable and secure with. Apple chose this colour when it launched the new look bubble imacs at the beginning of 2000’s. It was selected because it symbolised fresh thinking and was the colour to represent the new millennium.

SECONDARY COLOURS The secondary colour palette was derived from colours found in rich textiles and handicrafts based on our multicultural customer base. These have the same tonal value and strength of the primary colour as all three make up the dominate colour mix.

32 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


COOL COLOUR MEANING - Tranquility. Understanding. Truth. Peace. Wisdom PANTONE 632C C93 M2 Y13 K6 R0 G155 B187 WEB #00a3c9

MONO COLOUR PANTONE 424C C0 M0 Y0 K70 R111 G111 B111 WEB #706f6f

COOL COLOUR MEANING - Restful. Growth. Healing. Sharing PANTONE 376C C56 M0 Y100 K0 R125 G194 B66 WEB #7dc242

WARM COLOUR MEANING - Compassion. Honour. Harmony PANTONE 2405C C43 M94 Y0 K0 R157 G53 B148 WEB #9d3594

WARM COLOUR MEANING - Adventure. Joy. Social Communication PANTONE 1235C C0 M32 Y95 K0 R253 G181 B37 WEB #fdb525

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A SUPPORTING COLOUR PALETTE HAS BEEN CREATED TO ADD DEPTH TO THE SQUARE MIRRABOOKA BRAND. The influence for this colour selection are exotic spices, textiles and decoration that resonate with our demographic. These colours can be added to promotional and marketing material to add depth and layering, while complementing the primary and secondary dominant colours. These colours are softer to add a calming element to the energetic primary and secondary colours. These colours are only to be used with the primary and secondary colours and not on their own.

34 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


PRIMARY, SECONDARY & SUPPORTING COLOUR COMBINATIONS Creating a mix and match colour system create longevity and doesn’t allow the primary and secondary colours to burn out. It also uses an ethnic / multicultural element adding to an overall modern look and feel.

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TRANSPARENCY


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CORPORATE IDENTITY TYPOGRAPHY


TYPOGRAPHY The Square Mirrabooka corporate identity includes two font families: Helvetica Neue Condensed Bold and Helvetica Neue 57 Condensed, each with specific usage. The following examples show the choice of weights available for typography. Do not expand or condense any of these typefaces.

HELVETICA NEUE CONDENSED BOLD.

Helvetica Neue Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HELVETICA NEUE 57 CONDENSED.

Helvetica Neue 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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CENTRE SIGNAGE TYPOGRAPHY


FRUTIGER 45 LIGHT

Frutiger 45 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRUTIGER 55 ROMAN

Frutiger 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FRUTIGER 65 BOLD

Frutiger 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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GRAPHIC DEVICE


GRAPHIC DEVICE GRAPHIC DEVICE – WATERMARK LOGO A watermark has been introduced to punctuate, highlight or create patterns. A series of watermarks have been created and may be used in the design o corporate collateral, signage and ambient media.

Watermark examples Using the square graphic. Usage – signage and ambient.

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IMAGE STYLING


IMAGE STYLING NOTES A TRANSPERENCY AND FADE MAY BE USED IN THE BACKGROUND, HOWEVER NO FADE IS TO BE APPLIED TO THE CONTAINED IMAGE INSIDE THE BOX. THE GRAPHIC DEVICE IS TO BE SEEN ON THE BACKGROUND BUT PLACED BEHIND THE HERO SHOT.

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HERO SHOTS THE FOLLOWING SELECTION OF IMAGES SHOULD BE USED TO EFFECTIVELY COMMUNICATE THE DIVERSE RANGE OF THE PEOPLE THAT FORM OUR COMMUNITY.

46 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


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CAMPAIGN MESSAGES & PARAMETERS


us CHARTER

Charter Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz This font face is only to be used in conjunction with the word ‘us’. The purpose of this is to differentiate the text information between corporate and campaign material, as the us is a concept that will be carried out in marketing campaigns and not corporate branding.

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CAMPAIGN EXECUTION


AS A GRAPHIC DEVICE

TO E M O WELCENTRE OF THE C

us

AS A HEADLINE

AS BODY COPY

HELVETICA NEUE CONDENSED BOLD

HELVETICA NEUE 57 CONDENSED.

TITLE CASE

SENTENCE CASE - LOWERCASE ‘us’

Welcome to the Centre of Us

The Square Mirrabooka does and will only offer what is relevant to us, the people that support the very centre of this amazing and diverse community.

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THE COLOURS OF US THE PRIDE OF US THE COOLNESS OF US THE STYLE OF US THE DIFFERENCE OF US THE HOME OF US THE MAGIC OF US THE SPIRIT OF US THE LOVES OF US THE FLAVOURS OF US THE UNIQUENESS OF US THE POWER OF US THE MANY FACES OF US THE FUN OF US THE VARIETY OF US THERE’S NO ONE LIKE US THE MULTICULTURALISM OF US

52 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


O T E M O C L WE NTRE OF E C THE

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COLLATERAL


ARTWORK ROLL-OUT THE FOLLOWING ARTWORK EXAMPLES DISPLAY COMMON APPLICATIONS OF LOGOS, COLOURS AND TYPOGRAPHY FOR THE NEW THE SQUARE MIRRABOOKA IDENTITY, KEEPING IN LINE WITH STYLE GUIDELINES TO MAINTAIN BRAND INTEGRITY.

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CORPORATE

56 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


FRONT

BACK

0001

This voucher can be redeemed at any of our cafés, coffee shops and the food court.

COFFEE VOUCHERS

VALID UNTIL

Example of coffee vouchers. MIRJ3010

AUTHORISED BY REDEEMED AT

Follow us: The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

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THE SQUARE MIRRABOOKA CENTRE DIRECTORY Map Ref.

Phone

ANZ ATM

J6

73

Ally Fashion

I10

9349 8275

Bankwest ATM

J11

84

Autograph

J8

9345 4893

Bankwest ATM

D7

102

Bras N Things

H8

9207 1045

Commonwealth ATM

J5

49/50

Crossroads

C7

9207 1236

Commonwealth ATM

H8

97

Dolly Girl

I8

9345 0233

Commonwealth ATM

J11

68

Ice Designs

9H

9440 5783

Commonwealth ATM

I6

81/82

Katies

J10

9349 5878

A9

9440 5966

I6

6229 0571

8

Millers Fashion

A8

9349 9610

NAB

D7

9285 3800

4

Noni B

A8

9344 5263

Redi ATM

C11

101

Rockmans

H8

9344 4385

Suncorp ATM

J11

44/45

Suzanne Grae

C8

9344 1593

Westpac ATM

J5

48

Valleygirl

C8

9207 2499

MIRJ3906

Fashion - Unisex

Berry Me

C9

K1

Boost Juice

C9

9207 2121

MM39

Best & Less

D10

9349 7286

40

Factorie

D8

9207 3435

79

Caffissimo

J11

9349 9413

MM6

Rivers

G9

K5

Donut King

J11

9344 1333

6

West Brothers

A8

9344 1413

9

Gloria Jeans

B9

9349 6464

Food Court

Hungry Jacks

F3

9344 6530

F106

Beefy’s Flame & Grill

F8

0430 590 935

106

Injera House

G8

9207 2322

F103

Between Slices

F8

9344 3604

K12

Jamaica Blue

J7

9345 5663

F108

Chinese Canton

E8

9344 2919

KFC

G3

9344 6882

F102

Fish n Chicks

G8

9349 0033

98

Mochachos

Map Ref.

Phone

9344 1922

A10

17

Smokemart

B10

9349 7393

62

Angus & Coote

E9

9344 2411

36

Carmen Jewellers

C9

9349 7861

70

Michael Hill

H9

9440 6015

15/16

Prouds

A9

9344 5038

33

Shiels

B9

9207 3955

BWS

D12

6145 5515

C9

9440 4199

35

95

Jackpot Lottery

I8

9344 6750

59

Mirrabooka Lottery

C7

9349 9400

32

The Lucky Charm News

C10

9344 1976

Optical 51

Eyestar Optical

C7

6162 6332

78

OPSM

I12

9344 4344

19

MME12

Specsavers

Pet Barn

B10

9440 0503

H10

6430 5413

K15

Jesters

F8

9345 0442

9345 4934

F109

Muffin Break

E8

9349 2959

3

Greg’s Discount Chemist

A7

9349 1961

9344 2077

F107

NiHon Sushi

F8

9344 4530

74

Priceline Pharmacy

I10

9344 2777

K10

Wendy’s (Coming Soon)

B11

9349 3530

Services

99

WA Noodle Shop

9349 6628

F101

Sumo Salad

G8

H8

9349 9796

F105

Tikka Sensation

F8

89/90

Australia Post

I5

13 13 18

F104

Roc Kebabs

F8

31

Chinese Therapeutic Massage

C10

9349 1838

17

Smokemart & Giftbox

A10

9349 7393

Footwear

14A

Community Police

A10

32

The Lucky Charm News

C10

9344 1976

83

Betts

J9

9344 1516

75

Thingz Gifts

I11

9345 3495

7

Novo

A8

9344 6895

I8

9345 4555

Optus

C10

6140 6000

Telstra

B10

9345 0095

110

Vodafone

D8

9440 1000

Discount Department Stores Big W Kmart

B5

6318 9904

L6

9345 7700

C7

9344 7434

Priceless Discounts

J11

9440 5566

The Reject Shop

G10

9349 1377

Discount Variety 57

Crazy Price

80 MM4 75

Thingz Gifts

I11

9345 3495

H9

9345 1575

Fashion Accessories 69

Strandbags

Fashion - Childrens 100A

Cute Kids Boutique

H8

9344 6770

10

Littlewoods Fashions

A9

9440 5966

71

Ollie’s Place

I9

9344 1786

IPN Medical Centre 85A

J7

I6

9200 0534

K11

Mobile Solution

J8

0420 218 895

C8

9344 4439

61

Phix Mobile

E9

9440 6900

85

Shen’s Massage

J8

9349 4880

C11

9349 5326

109

We Care Car Wash

M4

27

Meat Giants

C11

9344 6811

Shoe and Watch Repairs / Key Cutting

28

Mirrabooka Bakery

C11

9344 7202

55

21

Mirrabooka Fresh

B11

9349 0063

Supermarkets

76/77

Multi Family Mart

I11

9344 5752

M3

ALDI

25

Stay Healthy

C11

9349 5133

M1

Coles

L10

9345 5011

24

Shaheen Store

C11

6261 1996

M2

Woolworths

B12

6145 5515

Flight Centre

J9

9345 3111

Spendless Shoes

Fresh Food

Cobbler Plus

D7

100

Connor

G8

9440 4448

94

Ed Harry

I7

9345 1628

43

Lowes

C8

9207 1047

95A

Babylon for Hair

I8

9345 1250

83A

Essential Beauty

J10

9344 1044

94A

Just Threading

I8

6162 2260

88

LA Nails

J5

6161 5233

1

Professionail

A7

56

Ray Cvitan

C7

60

Salon Express

D9

9345 5556

47

Shining Quick Cutz

C8

0434 065 881

J5

9344 7477

87

Sportspower

K

L

M

N

O

9207 3077

82A

31 35 33

15 16

9

10

61

60

MM4

62

44/45 46 47

6

F106

51

K7

1

59

57

105

FOOD COURT

F109 F107

49/50 3

40 110

41

43 48

4

MM6 68

69

70

71

72

K15

K1 7

10

73

36

K3

9

8

8

K5

74 MM 39

32

ENTRY 6

11

75 MME12

29

18 17

13/ 14

25

28

19

12

TAXI RANK

79 80

F105

F102 F103

F104

100 102 101

106/07 100A

104

ENTRY 1

53

99

97 95A 93 96 98

94B

81/ 82

K11

9

83 83A

84

8

85

94A

85A

94

ENTRY 3

7

K12

56 55

92

6

91/ 91A

5

82A

IT

6 86 87

89/ 90

5

88 ENTRY 2

4

4

109

3

3

2

2

6162 2578

F10

Travel

Hair and Beauty

11 10

78 76/ 77

1

1 A

B

C

D

E

F

G

Map Legend

9349 8569

ATMs

Toilets

Parents Room

Disabled Toilets

Public Phones

Internet Kiosk

Health and Sports

Fashion - Mens

J

24

9440 6699

John’s Fish Mart

Payless Shoes

46

I

13

9349 6611

Looksmart Alterations

26

92

H

ENTRY 5

27 26

K10

7

Pharmaceutical

9349 7414

I3

All Phones

G

ENTRY 4

IPN Medical Centre

Pet Supplies

I8

18

F

E

TAXI RANK

12

21

EB Games

Newsagents/Lottery

H8

29

D

13

Music, DVDs and Games

Subway

94b

C

14

Liquor

Oporto

Communications

B

Jewellery

104

Cards and Gifts

A 14

Persian Rug Gallery

CUSTOMER SERVICE DESK

Littlewood Fashions

Commonwealth Bank

K3

Retailer

13/14

PLAYGROUND

10

91/91A

D9

Shop

Homewares and Gifts

53

Cafe / Takeaway Food

Rebranded centre directory guide

Retailer

Fashion - Womens

Commonwealth ATM

CUSTOMER SERVICE DESK

Shop

PO BOXES

Phone

F1 08

Map Ref.

14A

Retailer

Banking

CENTRE MANAGEMENT OFFICE

Shop

H

I

J

K

L

M

N

O

(08) 9344 6166 43 Yirrigan Drive, Mirrabooka WA 6061 The Square Mirrabooka – The Centre of Us.

WWW.THESQUAREMIRRABOOKA.COM.AU

58 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


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THE SQUARE MIRRABOOKA CENTRE DIRECTORY

J11

97

Dolly Girl

I8

9345 0233

Commonwealth ATM

I6

81/82

Katies

J10

9349 5878

D9

10

Littlewood Fashions

A9

9440 5966

9349 7393

E9

9344 2411

Services

36

Carmen Jewellers

C9

9349 7861

89/90

70

Michael Hill

H9

9440 6015

A7

15/16

Prouds

A9

9344 5038

31

33

Shiels

B9

9207 3955

BWS

D12

6145 5515

8

Millers Fashion

A8

9349 9610

9285 3800

4

Noni B

A8

9344 5263

Redi ATM

C11

101

Rockmans

H8

9344 4385

Suncorp ATM

J11

44/45

Suzanne Grae

C8

9344 1593

C9

9207 2121

MM39

Best & Less

D10

9349 7286

79

Caffissimo

J11

9349 9413

40

Factorie

D8

9207 3435

K5

Donut King

J11

9344 1333

MM6

Rivers

G9

9344 1922

9

Gloria Jeans

B9

9349 6464

41

West Brothers

D8

9344 1413

Hungry Jacks

F3

9344 6530

Food Court

106/7

Injera House

G8

9207 2322

F106

Beefy’s Flame & Grill

F8

0430 590 935

K12

Jamaica Blue

J7

9345 5663

F103

Between Slices

F8

9344 3604

KFC

G3

9344 6882

Chinese Canton

E8

9344 2919

98

Mochachos

I8

9349 7414

F102

Fish n Chicks

G8

9349 0033

Oporto

I3

9345 4934

K15

Jesters

F8

9345 0442

F108

Liquor

Music, DVDs and Games 35

104

Subway

H8

9344 2077

F109

Muffin Break

E8

9349 2959

K10

Wendy’s Milk Bar

B11

9349 6628

F107

NiHon Sushi

F8

9344 4530

99

WA Noodle Shop

H8

9349 9796

105

Sumo Salad

G8

9349 3530

F104

EB Games

L10

9345 5011

Woolworths

B12

6145 5515

19

Specsavers

B10

9440 0503

A

A8

9344 6895

I6

9207 3244

C10

6140 6000 9345 0095

27

Meat Giants

C11

9344 6811

D8

9440 1000

28

Mirrabooka Bakery

C11

9344 7202

21

Mirrabooka Fresh

B11

9349 0063

Big W

B5

6318 9904

76/77

Multi Family Mart

I11

9344 5752

Kmart

L6

9345 7700

25

Stay Healthy

C11

9349 5133

24

Shaheen Store

C11

6261 1996

57

Crazy Price

C7

9344 7434

Hair and Beauty

80

Priceless Discounts

J11

9440 5566

93

Babylon for Hair

I8

9345 1250

MM4

The Reject Shop

G10

9349 1377

83A

Essential Beauty

J10

9344 1044

75

Thingz Gifts

I11

9345 3495

94A

Just Threading

I8

6162 2260

Fashion Accessories 69

Strandbags

H9

9345 1575

Fashion - Childrens

88

LA Nails

J5

6161 5233

74

Priceline

I10

9344 2777

1

Professionail

A7

9207 3077

100A

Cute Kids Boutique

H8

9344 6770

56

Ray Cvitan

C7

10

Littlewoods Fashions

A9

9440 5966

60

Salon Express

D9

9345 5556

71

Ollie’s Place

I9

9344 1786

47

Shining Quick Cutz

C8

0434 065 881

J5

9344 7477

100

Connor

G8

9440 4448

94

Ed Harry

I7

9345 1628

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Lowes

C8

9207 1047

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Sportspower

F

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(08) 9344 6166 43 Yirrigan Drive, Mirrabooka WA 6061 The Square Mirrabooka – The Centre of Us.

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IPN Medical Centre

Health and Sports

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Discount Variety

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9344 4344

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6162 6332

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Discount Department Stores

ALDI

ATMs

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6162 2578

C7

7

Telstra

D7

I12

9345 3495

Vodafone

9345 0935

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Eyestar Optical

I11

29

9349 4880

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Thingz Gifts

18

9440 6900

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75

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9344 4439

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109

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9349 5326

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Supermarkets

9344 1516

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0420 218 895

9344 1976

9349 2040

C11

9440 6699

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C10

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Spendless Shoes

J7

Mobile Solution

The Lucky Charm News

F8

John’s Fish Mart

Looksmart Alterations

K11

32

Betts

46

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55

Roc Kebabs

26

9349 6611

9349 9400

83

Fresh Food

9349 1838

C7

Footwear

9345 4555

C10 A11 - 13

Mirrabooka Lottery

9349 7393

I8

Chinese Therapeutic Massage IPN Medical Centre

59

9344 1976

B7

9344 1822

Shoe and Watch Repairs / Key Cutting

A10

Cellmate

A7

9344 6750

C10

All Phones

Centre Management

I8

The Lucky Charm News

K7

Map Legend

13 13 18

Jackpot Lottery

Smokemart & Giftbox

94B

9349 1961

I5

95A

32

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9440 4199

Newsagents/Lottery

17

Cards and Gifts

C9

A7

Australia Post

PO BOXES

Valleygirl

Fashion - Unisex

3

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48

J5

Phone

9345 3111

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9207 2499

Boost Juice

Westpac ATM

Greg’s Discount Chemist

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C8

K1

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Flight Centre

Pharmaceutical

CUSTOMER SERVICE DESK

6229 0571

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Shop Travel

6430 5413

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MIRJ4901

B10

Angus & Coote

Commonwealth Bank

Phone

H10

RR

Rebranded centre directory guide

Smokemart

Jewellery

53

Cafe / Takeaway Food

CENTRE DIRECTORY

17

CENTRE MANAGEMENT OFFICE

e Cent ooka – Th re Mirrab .com.au The Squa irrabooka em ar qu thes

9345 4893 9207 1045

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Map Ref.

Pet Barn

of Us.

Commonwealth ATM

re of Us.

Retailer

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A AVE

Commonwealth ATM

Shop

Pet Supplies

MIRRABOOK

62

Phone

A10

NORTHWOOD DVE

9207 1236

Map Ref.

Persian Rug Gallery

PLAYGROUND

C7

Retailer

13/14

ING HOURS

H8

Crossroads

84

Shop

9349 8275

ILS & OPEN

Bras N Things

49/50

Phone

Homewares and Gifts I10

CENTRE DETA

J8

102

J5

Map Ref.

AILS CENTRE DET e, Mirrabooka 43 Yirrigan Driv tralia 6061 Western Aus 6 (08) 9344 616 ooka.com.au quaremirrab infodesk@thes

Autograph

D7

Commonwealth ATM

Retailer

Ally Fashion

s.

J11

Bankwest ATM

73

for trading hour

Bankwest ATM

Shop

Fashion - Womens

– The Centre Mirrabooka The Square .au rabooka.com thesquaremir

Phone

idual stores

J6

NING HOURS CENTRE OPE 8am - 5:30pm ay Monday - Frid 8am - 9pm Thursday 8am - 5pm Saturday 11am - 5pm * Sunday 11am - 5pm s Public Holiday until 9pm lworths open Kmart & Woo hts. Big W, Coles, l 8pm weeknig ALDI open unti weeknights. Good Friday, (Centre closed as Day). and Christm ANZAC Day

Map Ref.

REID HWY

Retailer

ANZ ATM

Banking

*Check indiv .AU BOOKA.COM UAREMIRRA WWW.THESQ

IRRABO ESQUAREM WWW.TH

Shop

RFIELD RD

HOURS OPENING CENTRE 5:30pm 8:00am Friday 9:00pm Monday 8:00am 5:00pm m Thursday 8:00a - 5:00pm Saturday 11:00am - 5:00pm* am Sunday :00 11 ys lida Ho orths open Public & Woolw les, Kmart . Big W, Co hts nig y, ek we ay - Frida until 9pm 8pm Mond – 5.00pm m 8.30am ys, 8.30a . ALDI open m Thursda 5.00pm Sundays 9p m 8.30a am – . and 11.00 ding hours Saturdays res for tra sto l ua ivid .AU *Check ind OKA.COM

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is why they’ll US ooka, which THE KIDS OF aged 12 Square Mirrab r kids at The for all children We love you 100% FREE – b l events. Clu cia s Kid UCHERS. to spe ions idea ing our itat – Inv . VO love join T nts GIFlusive discou most flexible gift ership pack. RE KA SQUA ! Exc with the e. Fun memb MIDRRABOO F dercan G provideHyou I hak J K L M sk. N E and un al + mioflks your choice. r Service De Service team ayr, me thdche birVou to the value ms at the Custome Our Customer FREEGift ation for Square ing dren in a Mirrabooka Grab your registr ve Disabled park nts with chil enjoy exclusi bers Seniors and Mem only for pare er. a! und bays reserved bership es. aged 12 and E KIDS. parking uare Mirrabook fun mem W entrancat DSHIP s,OFKmUS Spe ke and atre for all experience, FUN FOR TH Kids Club isITY art and BIG FRIENrths free OF USchildren y meal and milkfulsha ers The Sq E cial pp TH cen Book Cole sho , inal l BIL loy our of MO theDesk. oyvice free birthda the Wooelwo ing our up your ‘Little enjSer k out the and ard Membership THE to special events, ne pic uld irs rew to sho cha sk lov and eel e De ryoat the Customer y we offer wh We ntscial offers through tations e eveilab WWW.THESQUAREMIRRABOOKA.COM.AU and spe ts cou oundis stomer Servic wh discounts, invi We belsiev h tgre ial. discat CuOK ava lebili d ywit grea theBO byLTY cke man -pa hip form are Dro with mo ty. That’s rge. Bookings are essent jam now LOpYA es isk,out y. pack. Members whatever our alty prisboo cha s’ of of Sur Square now k loy for your cop ise EE k ? oka Boo rpr FR e Des LP rabo . Su rs Littl HE Mir vice 66 of ote The 61k. er.Ser ide 44 Des tom WOULD 93vice e-w uarCus er Ser HAdIRsco Sqt the mo tomon kings are LCise Cussk EEtor e De se visi offers rvicthe tre.l Plea from mobility. Boo r Se cencia spe merge THINK A WH llilab of cha e e restricted freesto le Cu Ca ava the ers who hav tion or to mak Of Us elchairs are assist custom more informa Whe ilable to 9344 6166 for scooters ava vice Desk on has motorised p Customer Ser OF US help you kee t contact theNNECTIVITY essential. Jus THE CO out there! To rld wo e wid FREE Wi-Fi ul a booking. proud to offer It’s a wonderf ! in and explore the run, we’re log t on e! Jus ted lor tre. nec cen con andtheexp in out logugh ply le thro Similab FREE WI-FI! uar idefi. ava free WiSq are hase-w squ oka Mirrabo

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THE SQUARE MIRRABOOKA BRAND GUIDE

59


NIHON SUSHI Small classic coffee or tea & muffin $6.95 Valid until 30 June 2016

SQUARE MEALS Example of voucher materials. MIRJ4060

Handroll plus can of drink or water $5

Your choice of FREE water or samosa with every order above $15

Valid until 30 June 2016

Valid until 30 June 2016

2 x Small coffees & 2 x muffins $12

Buy one fish & chips get the second one half price

Valid until 30 June 2016

Valid until 30 June 2016

w

Get a FREE bottle of water or 450ml coke with each Large Made to Order or Design Your Own Salad ordered Valid until 30 June 2016

FREE slice of lemon cake with your coffee Valid until 30 June 2016

Buy one burger & get one FREE Valid until 30 June 2016

Rice meal with drink & chips only $16 Valid until 30 June 2016

BETWEEN SLICES

60 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

Kids eat FREE when you spend $15 or more

Spend over $10 & get a FREE flat white coffee

FREE 6� Sub (of equal or less value) when you purchase a 6� & drink

Valid until 30 June 2016

Valid until 30 June 2016

Valid until 30 June 2016


MALL POSTER Example of generic non campaign mall poster. MIRJ3918

Follow us:

THE SQUARE MIRRABOOKA BRAND GUIDE

61


FRONT

BACK

us

O TALK T FEEDBACK FORM Example of rebranded feedback form. MIRJ3908

THE VOICE OF US It takes all of us to create The Centre of Us. We’d love to hear what you think about The Square Mirrabooka. We welcome your comments by filling in this card with your suggestions.

Follow us:

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

62 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


BACK

FRONT

RETAILER BROCHURE Example of retailer brochure. MIRJ4082

INSIDE SPREAD

THE SQUARE MIRRABOOKA BRAND GUIDE

63


STICKER Example of branded stickers. MIRJ3911

64 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


OUTDOOR WALL DECALS Large format outdoor branding. MIRJ3907

THE SQUARE MIRRABOOKA BRAND GUIDE

65


HOARDING Example of full height hoarding background. To be applied after hoarding is installed. This background pattern is not to be altered or stretched in any way. MIRJ4299 MIRJ4300

66 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


LOGO TILE: 40mm x 50mm to be placed on top left first panel after wing panel.

HOARDING Example of strip hoarding with high adhesive SAV’s installed. These are printed as seperate objects and are installed with a visual mockup provided. The logo is represented on the first panel, top left (not the wing, if there are any, these are either left with only the background or have directionals added). The messages and images can be repeated depending on length of hoarding. MIRJ4301

JACKPOT LOTTERY

TED LOCA NOW KMART TO NEXT

JACK P LOTTE OT RY NOW LOCATED NEXT TO KMART

DIRECTIONAL TILE:

IMAGE TILE:

INFORMATION TILE:

1000mm x 1000mm to be placed on a 15 degree angle. Based on approved mockup supplied to installers.

1000mm x 1000mm to be placed on a 15 degree angle. Based on approved mockup supplied to installers.

1000mm x 1000mm to be placed on a 15 degree angle. Based on approved mockup supplied to installers.

Can be placed on wings.

Image to be provided by incoming retailer. If they are unable to supply image, The Square Mirrabooka images will be used.

THE SQUARE MIRRABOOKA BRAND GUIDE

67


E M O C L E W TO THE F O E R T N CE

us

Every weekend from June 8 we’re filling the centre with LOADS OF FAMILY FUN AND ENTERTAINMENT. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI!

PRESS MATERIALS Example of press materials. Non-campaign related. MIRJ4127

R DISCOVEEW THE N

us

Over the coming weeks you may notice a new look at The Square. THIS NEW LOOK EMBRACES THE DIVERSITY AND UNIQUENESS OF THE CENTRE and celebrates YOU, our wonderful customers.

ER DISCOVIT W H FASHION

us

SAVE 10% VIA REDEMPTION ON PURCHASES OVER $50* DURING FASHION WEEK at The Square. Join us May 28 for roving catwalks or visit thesquaremirrabooka.com.au for more information on free makeovers and hairstyling.

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

68 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

TE CELEBRAITH ALDI W

us

ALDI opening June 8 at 8:30am. To celebrate, we’ll be filling the centre with LOADS OF FAMILY FUN AND ENTERTAINMENT through June. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI!


IN CENTRE LARGE BANNER MIRJ3920

THE SQUARE MIRRABOOKA BRAND GUIDE

69


NOTE PADS Example of branded note pads. MIRJ4029

Follow us:

70 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

Centre Management 9344 1822 The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au


T-SHIRTS Example of branded t-shirts. MIRJ4005

THE SQUARE MIRRABOOKA BRAND GUIDE

71


CAMPAIGN TIER 2 72 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


TIER 2 CAMPAIGN A TIER 2 CAMPAIGN IS GENERALLY FOR SMALLER CAMPAIGNS AND EVENTS WHERE THE BUDGET IS MORE LIMITED. EXAMPLES SHOWN HERE: SCHOOL HOLIDAYS AND FATHERS DAY. ROLLOUT GENERALY INCLUDES BUT IS NOT LIMITED TO: MALL POSTER, FACEBOOK AND WEBSITE BANNER, PRESS ADS.

THE SQUARE MIRRABOOKA BRAND GUIDE

73


SCHOOL HOLIDAYS

R E V O C S I D H T I W E C N CIE

S

s u

L O O H C FREE S S E I T I V I T C A Y A D I HOL

74 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


R E V O C S I D TH I W E C N SCIE MALL POSTER

us

HOOL FREE SC IES ACTIVIT HOLIDAY

Example of mall poster. MIRJ4861

WEEK 1:

WEEK 2:

26th – 30th September 4 Club CSI

3rd – 7th October 4 Space Scratch Art

Learn how to investigate a crime scene! Analyse handwriting samples and fingerprints.

Get creative with unique space themed crafts, including space scratch art!

11am – 2pm next to the Customer Service Desk No bookings required, just turn up and join in the fun!

Follow us:

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

THE SQUARE MIRRABOOKA BRAND GUIDE

75


PRESS MATERIALS Example of press materials. School holidays ran as a 41 x 3. Other Press ad sizes include 20x4 and ‘Crazy Shape”. MIRJ4861

Follow us:

76 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au


WEBSITE RESKIN Example of website reskin banner. MIRJ4861

FACEBOOK BANNER Example of Facebook banner. MIRJ4861

THE SQUARE MIRRABOOKA BRAND GUIDE

77


FATHERS DAY

T H G I L E D H T I W D A D

s u

AY D S ’ R E H A T K A F O O S I TH MIRRAB RE A U Q HE S

AT T

78 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


T H G I DEL ITH W D A D MALL POSTER

DAY HER’SOOKA T A F THIS MIRRAB UARE Q HE S

Example of mall poster. MIRJ4809

s u

AT T

CHECK DAD INTO OUR CHILL OUT ZONE WHILST YOU SHOP SUPPORTED BY

WIN $400 ENTERTAINMENT PACKAGE INCLUDING $100 GIFT CARD FROM

23 AUGUST - 4 SEPTEMBER 2016. VISIT CUSTOMER SERVICE FOR INFO.

Follow us: Follow us:

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

THE SQUARE MIRRABOOKA BRAND GUIDE

79


23 AUG - 4 SEPT 2016

DELIGHT DAD WITH

us

WIN $4M0EN0T

PRESS MATERIALS

ENTERTAIN DING PACKAGE INCLU RD A C $100 GIFT FROM

Example of press materials. School holidays ran as a Crazy Shape. Other Press ad sizes include 20x4 and 41 x 3.

WHILST YOU 2PM EACH DAY OM FR 10AM SUPPORTED BY

OMER SERVICE

ENTER AT CUST

LOCATED NEXT

MIRJ4876

Follow us: Follow us:

80 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

TO OUR CHECK DAD INZONE CHILL OUT SHOP

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

TO CUSTOMER

SERVICE


WEBSITE RESKIN Example of website reskin banner. MIRJ4880

THE SQUARE MIRRABOOKA BRAND GUIDE

81


FACEBOOK BANNER Example of Facebook banner. MIRJ4881

82 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


DOR DECAL Example of full Door Decal. One way vision. MIRJ4878

THE SQUARE MIRRABOOKA BRAND GUIDE

83


CAMPAIGN TIER 1 84 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


TIER 1 CAMPAIGN A TIER 1 CAMPAIGN IS GENERALLY FOR LARGER CAMPAIGNS AND SEASONAL CAMPAIGNS WITH A BIGGER SPEND FOR GREATER IMPACT. EXAMPLES SHOWN HERE: ALDI ROLLOUT GENERALY INCLUDES BUT IS NOT LIMITED TO: DIRECT MAIL, COUNTER CARDS AND OTHER IN CENTRE PROMOTIONAL ITEMS, MALL POSTER, FACEBOOK AND WEBSITE BANNER, PRESS ADS, BUS BACKS AND OUTDOOR ADVERTISING

THE SQUARE MIRRABOOKA BRAND GUIDE

85


BACK

FRONT

$500 $500

DIRECT MAIL A 4-page square booklet to inform customers of the exciting change coming to The Square Mirrabooka. MIRJ3991

86 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

INSIDE SPREAD


A4 COUNTER CARDS Example of counter cards. MIRJ3993

$500 0 $50

THE SQUARE MIRRABOOKA BRAND GUIDE

87


MALL POSTER Example of mall poster. MIRJ3918

$500500 $

88 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E


MALL POSTER Example of mall poster. MIRJ4048

THE SQUARE MIRRABOOKA BRAND GUIDE

89


NOWN OPE PRESS MATERIALS Example of press materials. Full Page Community News MIRJ4311

ALDI joins over 100 specialty stores at The Square Mirrabooka, PLUS Big W, Coles, Kmart and Woolworths. There’s so much to discover! Take a fresh look at us and you could WIN one of two all-new The Square Mirrabooka gift cards each valued at $500. Simply collect your competition card at ALDI, then get it stamped by shopping at any two other retailers in centre and you’re in the draw! Entry barrels are located at Coles and Big W entrances.

LAUNCH OF ALDI FUN ON WEEKENDS IN JUNE! Follow us:

90 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

$500 $500

Every weekend in June we’re filling the centre with loads of family fun and entertainment. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI! 4 Face painting! 4 Balloon twisters! 4 Samples and surprises!

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au


W O N N OPE PRESS MATERIAL Example of press material. Double Page Spread Community News MIRJ4312

ALDI JOINS OVER 100 SPECIALTY STORES AT THE SQUARE MIRRABOOKA, PLUS BIG W, COLES, KMART AND WOOLWORTHS. THERE’S SO MUCH TO DISCOVER!

$500 $500

Take a fresh look at us and you could WIN one of two all-new The Square Mirrabooka gift cards each valued at $500. Simply collect your competition card at ALDI, then get it stamped by shopping at any two other retailers in centre and you’re in the draw! Entry barrels are located at Coles and Big W entrances.

LAUNCH OF ALDI FUN ON WEEKENDS IN JUNE!

Follow us:

Every weekend in June we’re filling the centre with loads of family fun and entertainment. Plus you’ll be amongst the first to journey through one of Australia’s most unique stores - ALDI! 4 Face painting! 4 Balloon twisters! 4 Samples and surprises!

HE VER T DISCOENTRE OF C

us

The Square Mirrabooka – The Centre of Us. thesquaremirrabooka.com.au

THE SQUARE MIRRABOOKA BRAND GUIDE

91


OUTDOOR COLLATERAL Example of Busback artwork to display new branding. MIRJ3989

92 T H E S Q U A R E M I R R A B O O K A B R A N D G U I D E

All important copy, image and logos should be kept within the blue ‘safe’


SEE YOU AT THE SQUARE MIRRABOOKA.

THE SQUARE MIRRABOOKA BRAND GUIDE

93

Mirj3855 brand guide 19  
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