The Challenge

Establish a cohesive brand identity for Midtown, Saskatoon’s major shopping center which was operating without formal brand guidelines.

The Solution

Following a discovery session with the Midtown team, a core group at Press & Post set out to define the brand’s voice, positioning, and visual identity—all built around their existing logo. We focused on striking a balance between an elevated and approachable shopping experience.

To support year-round retail shifts, I developed a core evergreen color palette alongside distinct seasonal accent palettes. This allowed Midtown’s brand to feel fresh each season across mall signage, social media, web graphics, and advertising campaigns. Over the course of the partnership, we produced hundreds of assets, including digital content, website updates, environmental hoarding, wayfinding, out-of-home ads, customizable templates, and high-level leasing packages.