Simplicity is the ultimate sophistication.

Central Square

BWD-Practical-designs

Background

South African consumers will be introduced to new sight, flours and activities in the new-to-market lifestyle centre, Central Square – developed by Menlyn Maine. The centre aims to be a place where consumers feel like they belong, that is relatable and where great stories and memories are created.

Context

Menlyn Maine is the first Green City in South Africa – aims to be the ultimate in convenient living. Sustainability has become a popular ideal that is highly publicised and trends such as, ‘going green’ have altered consumer behaviours. The idea of a Green City is a long awaited initiative that resonates with a significant number of people. The union between world-class innovation, sustainability and convenience, will meet all the expectations of a modern South African consumer.

Challenge

We were tasked with creating a strong, innovative and unique website that will communicate the purpose of the Central Square – encapsulating the distinct credo of ‘living full, balanced and responsible lives’ – to the identified target market, who relate with the values.

Concept

Through simplicity we are going to promote the vision of full, balanced and responsible living, and the ease in navigation will drive the message of urban (future) living – innovative technology, quality and class.

Execution

The website is designed to reflect Menlyn Maine and the design aesthetic they have established. The design insight for the website stems from the ambition to create an appealing, modern and simplistic platform for contemporary South African consumers to learn more and be inspired to live balanced and responsible lives. The website’s design and layout is heavily based on photography and clear visuals. This is done to ensure that the viewer gets a clear and concise idea of Menlyn Maine’s offering. The visuals will include images of people enjoying themselves in different scenarios. This will communicate the rich experiences audiences will get to part-take in when they visit the Central Square. The website is designed to have a lot of space. The light text colour against the dark background (and dark text on lighter sections) will make it easier for a user to read. The miscellaneous page elements on the website are strategically placed to allow for ‘breathing room’. There is a button on the right of the page that allows for users to go back to the navigation bar from any point of the page (after scrolling down). All of these considerations create seamless usability and further promote the notion of convenience.

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