Rolling out a rebrand in the Instagram age
one step at a time
Hazeldean Mall owns a 1961 Morris Minor that was in a shipping container for 15 years
Purchased in the early 1990's the vehicle was painted and used to drive the mall mascot (Hazeldean Hound) to community events where the Hound would hand out free soft drinks. Having been in storage for 15 years the car's motor, brakes and gear box were seized up but there was potential to create a permanent art installation using the car as a retro linchpin for all other shopping centre programs in the age of Instagram.
Hazeldean Mall owns strollers that have a resemblance to the Morris Minor
As the shopping mall is in the middle of a growing family market its strollers had seen heavy duty use by customers during the last fifteen years. Last refurbished with paint and decals seven years ago, the strollers were due for a makeover.
Bringing the Morris Minor and the Strollers together in one theme was a natural
The natural conjoining of the Morris Minor and the strollers opened the door to the decision that the Morris Minor and the strollers would be renamed Hazeldean Hotrods. While they would share a common name and logo each would receive their own child-oriented candy colour treatment and each stroller would receive its own number for inventory control and style.
Morris Minor Logo
Research into retro Hot Rod logos combined with Morris Minor ornaments (above) helped to inform the crafting of the Hazeldean Hotrod logo
Numerous renderings of potential graphic representations for the Hotrods were created (some shown below) and evolved to include a variation on the circle and wings with a stylized headlamp planted into the middle.
Simulated colour testing for Instagram worthyness
Speedpro Imaging Ottawa
The Morris Minor and the strollers were wearing their years of experience on their surface. In comparing costs of paint with decals vs, full vinyl wraps and the end results that would cover up (and even accentuate) the signs of aging going to full wraps for each made the most sense. As the hub of the rebranding and central art installation it was decided to finish the Morris Minor first and, once the Morris Minor was installed in the mall, to do the stroller wraps at a rate of three strollers every two weeks.
Unveiling
Hazeldean Mall is a community mall
Inviting the 1st Glen Cairn Scouts to hold their annual Kub Kar Rally in the Hazeldean Mall food court tied the concept together with the unveiling of the new Hazeldean Hotrod.
Incorporating WIFI into
the design and installation aesthetic
While the strollers were being remodelled a lounge area was being prepared for people to have access to free WIFI and a recharging station with comfort seating. A consistent backdrop was designed to tie the Morris Minor, the Hotrods and WIFI together.
And social media and
door sticker graphics to promote WIFI access
Hot Rod Promotional Signage
And the rolling out of Hotrod strollers
It takes an invested team with vision
The effort it takes to green light a unique project that is to be unveiled one puzzle piece at a time takes faith in the people who are tasked to carry it through to fruition. As the project has revealed itself it has taken a variety of decision makers, staff and suppliers to buy in, support and actively participate in the implementation and it is truly appreciated.
Acknowledgements
Bentall Kennedy Management and Operations team (Hazeldean Mall and in Mississauga)
Sharkey's Towing in Stittsville
Speedpro Imaging Ottawa (on top of the layouts, forming and installations also arranged for on site fumigation of the Morris Minor)
Planning, co-ordination, designs and photography by Frank Fenn, idea3
Next stages to be revealed soon!