South Australia’s premier shopping precinct, Rundle Mall is unveiling a new creative identity involving a refreshed logo and updated brand elements for a more consistent look and feel aimed to drive a stronger connection with local shoppers.

The new identity was created by South Australian creative agency Simple Integrated Marketing appointed by Rundle Mall in July this year.

It embraces the Mall’s most renowned icon – the Spheres sculpture – commonly referred to as the Mall’s Balls – and introduces a new tagline of ‘expect it all’.

The new identity is now live on and will be featured on Christmas Windows installation along the length of the Mall. It will then follow in Rundle Mall’s Black Friday, Christmas and Boxing Day marketing campaigns.

Rundle Mall general manager, Johanna Williams said the new look and tagline reinforce Rundle Mall’s premium retail and lifestyle offering featuring more than 700 retailers spanning international and national brands, flagship stores and independent boutiques and traders.

“Rundle Mall is a place that every South Australian has a connection to and a place you’ll find the very latest in products and retail experiences,” she said. “It’s a location every retailer wants to be part of because it’s a meeting place, a workplace and a retail destination – it’s an offer like no other in the state, a place where visitors and shoppers can ‘expect it all’.”

The new identity coincides with the near completion of upgrades to Gawler Place, one of the busiest streets in the Adelaide CBD carrying 25,000 pedestrians into Rundle Mall daily. The upgrade includes new footpaths and roadway, lighting, public seating, tree planting and spaces to socialise.

During the past 12 months, Rundle Mall has welcomed international brands such as H&M and Sephora into the state for the first time, the 100th MECCA store in Australia, independent supermarket Romeo’s Foodland, and a new dining precinct at Rundle Mall Plaza.

“It has been an incredible year for Rundle Mall and we’re excited to head into Christmas and 2020 with this new identity for a precinct that is at its best yet,” Williams said.