Citycon campaigns

The problem

Citycon renewed its visual identity globally. Campaigns for Rocca al Mare (one of Estonia’s largest centres, 148 tenants) and Kristiine Centre (around 130 stores and 14 dining options) had to highlight the new identity while maintaining brand continuity and enhancing the shopping experience.

The solution

We applied the updated visual identity consistently across all the centres’ campaigns. Over the years, we have acted as brand police: every sale, seasonal campaign and event uses the same brand elements and layout system, so each new campaign builds on the previous one instead of starting from zero.

The results

The consistency shows in post-campaign research. For the Rocca Sale campaign (October 2023, 300 respondents aged 25–50 in Tallinn and Harju County), the logo in the ad was blurred in the survey. Even so, 84% of respondents named Rocca al Mare as the advertiser, and only 6% could not say which centre it was. The headline, Rocca Sale, gave a hint, but the logo itself was hidden.

Einar Tiimla, häk’s founder, sees the same when he speaks at schools. When he shows Rocca al Mare’s ads with the logo removed, students still recognise the centre.

What did the client say?

“A small and dedicated team brings a personal approach and real attention to detail. The work is fast and smooth, communication is great, and we really value how they actively bring new ideas and thoughtful solutions to the table.”