Bethlehem is the largest outdoor shopping centre in the Bay of Plenty. Bethlehem received its spiritual name from the missionaries who resettled Maori in the Bay of Plenty after the Maori Wars.
The existing brand did not match the modern boulevard style precinct. After initial research, focus groups were conducted, the competitor environment was explored in detail, and a suite of promotional tools were developed. A modern take on its existing star design with overlapping circles, a vibrant colour palette and new story telling have helped align the overall retail experience with the new physical environment.