Macerich is an American Real Estate Investment Trust. This is a campaign concept for a new design system that can be used as a recognizable and authoritative voice in digital and print mediums. The goal was to provide a clean and neutral campaign that would seamlessly fit into all mall signage and promotions. Since malls already contain a large variety of signage, creating a relatively steady-toned voice was important.
The photographs are meant to convey motion, colorfulness, and fun, while the graphic elements change, based on each photograph. This built-in flexibility is essential, when considering the large variety of tenants and audiences the messaging addresses.