CBRE’s Homemaker Centres were a long-standing client relationship spanning five years, across which I led creative direction on an evolving brand platform and a series of national campaigns. The partnership included a major rebrand across 22 home and lifestyle centres nationally, repositioning everyday shopping as everyday inspiration.
As a long-standing client, Homemaker Centres needed a creative platform that could evolve season after season and campaign after campaign, while staying recognisably consistent across a national network of 22 home and lifestyle centres. The challenge was building a system built to last, not a single campaign moment.
Over the course of the partnership, I worked across brand identity, campaign concepts and digital execution, developing “Life, inspired.” into a flexible creative platform that could flex season by season across OOH, catalogue, social and web, while consistently building on the same brand idea over time.
Across five years and multiple campaign cycles, the platform rolled out nationally across OOH, in-centre signage, catalogue, social and website, repositioning Homemaker Centres as a destination for everyday inspiration. The strength of the relationship meant the brand could keep evolving rather than restart from scratch with every new campaign.
