Harbour Town

We all love a place of discovery – Harbour Town luxury outlet is the place to do just that. With aspirations to reflect their unique shopping experience, we partnered with Lewis Land Group to rebrand, reposition and elevate the perception of their premium offerings from Adelaide to the Gold Coast.

Creating a destination

Through an all-encompassing brand strategy we uncovered what truly sets Harbour Town apart from their competitors – their palm lined shopping avenue, giving shoppers complete connection to the outdoors.

This drove the foundations for our visual positioning; Life amongst the palms. Our positioning reflects the lush greenery throughout and the uniquely Australian outdoor shopping experience.

A sense of discovery

We crafted a hero photoshoot and national television campaign that symbolised our positioning and vision for Harbour Town.  A robust set of brand guidelines were created to cohesively unite the two locations, these were then rolled out through a series of in-centre collateral.

A fresh dining destination

With a full-scale renovation of the food and beverage offering at the Gold Coast location, we also undertook a strategic delivery of Harbour Town Eats – an in-centre sub-brand.

More than a shopping centre food court, Harbour Town Eats is a place to unwind and relax. Continuing to expand on our core idea – life amongst the palms, Harbour Town Eats captures the botanical and green environment in which it comes to life.

Making a mark

As brand custodians, we continue to evolve and extend on our visual toolkit. Since the rebrand, Harbour Town has seen a boost in foot-traffic across all locations.

Harbour Town is now truly an elevated outlet shopping experience.


Brand Strategy


Video Production


Art Direction
Print Design
Environmental Signage