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Mahon Point enjoyed the position of Cork’s largest retail offer for some years, but increased competition in the immediate area and regions surrounding Cork brought with it the requirement to look at its position in the market and how consumers perceived the centre.

Spirit Marketing Group carried out substantial research to determine overall sentiment towards the centre, giving our studio a solid starting point for reviewing the brand and its collateral. In order to create strong ‘stand out’ potential for the centre and develop a tone of voice unique to Mahon Point that would re-engage its audience, we repositioned the centre as a truly family focused location, with great amenities and a personality with humour, softness and familiarity.

We brought a style of branding unlike any of its competitors, illustratively based, a rounded typeface family and a vibrant colour palette to bear on Mahon Point. This approach instantly created a new, fresh and vibrant brand that was easily accessed by all.

Mahon Point now stands apart from all competitors, with a continued tone of voice and style of communication that injects positive colour and fun graphics through every brand and tactical campaign.