In the last few years, Upper Canada Mall has undergone a significant transformation and now boasts a mix of first class fashion and lifestyle retailers in a stunning shopping environment. To express this transformation and its new confidence as a premier fashion destination, we chose the word “Gorgeous” as the foundation for the rebrand. The primary campaign element is a 60 page twice-yearly fashion magazine featuring fashion trends, editorial and advice. This publication appears in print, as an app and online. Click to see the full online magazine (Spring/Summer 2013, Spring/Summer 2014 and Fall/Winter 2015). Imagery from the magazine shoots is also used in videos, TV spots, and all Upper Canada mall touch points – from in-mall signage to leasing materials. Result? For the first time in the mall's history, increases in sales per square foot put the mall in the top 20% of shopping centres in Canada.