Located in Melbourne’s prestigious southeast, AMP Capital’s Malvern Central prides itself on an unrivalled collection of hand-picked retailers.

The centre aims to provide shoppers with a quality, luxurious experience right on their doorstep.

As part of a commitment to staying contemporary and relevant, Malvern Central sought a refresh to branding and brand guidelines.

The Being Group was tasked with taking existing brand guidelines and making them new and fresh.


Beginning with the development and copywriting of a new centre tagline, “Just for you” is simple, memorable, and flexible. It focuses on making customers feel special and encourages them to take a moment out of their day to treat themselves.

It pairs well with classic, uncluttered imagery and can be adapted to secondary taglines for each of Malvern Central’s brand pillars: fashion, fresh food, café and take-away, family, kids, and home.


Expanding on the centre’s existing colour palette, a rich cherry and clean white provide added versatility and warmth. Six colours from the palette are each assigned to a brand pillar, creating distinction and customer recognition across collateral.

Stylish imagery featuring black, white and gold accents ensures a cohesive look across all audience touch points, while black and white image treatments are used sparingly within the fashion, family and kids pillars to provide variety. Chosen photography is modern, warm and approachable, authentic, classic, aspirational and natural.

Updated brand guidelines outline these details, as well as brand elements such as an Art Deco-inspired pattern — which adds visual interest and exudes effortless taste and quality — and chosen typefaces for use across communications.

All of these brand elements — from taglines and brand colours to photographic style, pattern and typography — come together in both digital and print advertising applications and in-centre collateral.


Appealing to Malvern’s sophisticated, well-travelled demographic, fashion campaign tagline and design assures shoppers they don’t need a destination to make the most of the latest fashion.

The campaign offers a reason to shop in place of a holiday, and the copy pairs well with aspirational, high-fashion imagery that references a stylish European getaway.

The team at The Being Group recently completed a brand refresh for our centre. From our first meeting through to the final concepts, they were a dream to work with. They immersed themselves into our brand and I felt they really took the time to understand our brief and the outcomes we were looking for. We were thrilled with the final concepts and can’t want to implement them throughout our centre. I can highly recommend their work and their professional manner.

Kylie Gordon
Senior Marketing Manager, Malvern Central, AMP Capital

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