BRAND STRATEGY
Strategic Brand and Center Development for the NEDDERFELD CENTER
As part of the Nedderfeld Center’s refurbishment, SERIOUS was commissioned by Deka Immobilien Investment GmbH to develop the strategic repositioning and the complete corporate design for the center. The aim was to position the shopping center more clearly, enhance its market perception, and create a solid foundation for sustainable leasing success.
The starting point was not a single campaign, but an overarching strategic guiding idea for the brand, communication, and overall presence.
Based on this foundation, a new visual identity was developed including logo, color palette, and imagery which is now applied consistently throughout the center itself, in all communications, and across every channel.
CAN BE EXPERIENCED ON ALL CHANNELS
Digital brand experiences with character – perfectly aligned with the corporate design
Based on the strategic guiding idea, a consistent brand and communication system was developed and deployed across all relevant channels.
The new corporate design shapes the entire presence of the Nedderfeld Center, from digital touchpoints and campaign formats to continuous brand management in day-to-day operations.
SERIOUS is responsible not only for the strategic concept, but also for the operational execution of a holistic full-service marketing approach with a clear focus on digital brand experiences.
Further information: Website Nedderfeld Center
Social Media
Social Media as a Brand Driver
Social media is a central pillar of the brand management of the Nedderfeld Center.
SERIOUS develops and manages data-driven content and campaigns that translate brand values into everyday-relevant experiences and sustainably strengthen local visibility.
The continuous development of the channels strengthens brand perception, encourages interaction, and generates measurable reach, all embedded within an overarching brand strategy.
Measurable success through our campaigns
The strategic repositioning and consistent brand management form a key foundation for the positive development of the Nedderfeld Center.
Marketing activities achieve their full impact through close alignment with professional center management and successful leasing efforts.
The presented metrics illustrate the increased visibility, reach, and overall attractiveness of the center within the market.
+107%
increase in social media followers
Increase in just one year
+60%
Higher occupancy rate
From 55% to 89% capacity utilization in 2 years
2.000.000
annual center visitors
5,000-8,000 daily center visitors reached
DIGITAL SIGNAGE
Digital signage is an integral part of the ongoing brand communication of the Nedderfeld Center.
SERIOUS continuously develops and produces visual content for a wide range of screen formats and touchpoints throughout the center, from high-impact campaign visuals to situational information and promotional formats.
The digital content translates the center’s brand world into the physical space, creating orientation, attention, and recognition while strengthening the brand’s presence precisely where purchasing decisions are made.
In addition, as part of the strategic brand development, advanced digital signage concepts were designed, extending to large-scale LED applications.
These concepts provide a scalable foundation for future expansions of the center’s digital brand management.
You can also find out more about LED and monitor advertising in our other CASES: Digital Signage
