In helping Mic Mac Mall in Dartmouth, Nova Scotia, update its brand, we channeled the voice and lifestyle of its core target, expressing her shopping desires in a playful and friendly manner. Like a good girlfriend, our Mic Mac gal was honest, fun and always ready to share a laugh (and an afternoon of shopping). Her candid commentaries helped to strengthen an emotional connection between the target and the mall. Result? Sales and traffic objectives were met or surpassed year after year!