Iconic, luxurious, modern.
Bold architecture combined with intimate shopping spaces.
The Em-District shopping centres are made up of the Emporium and EmQuartier Malls in Bangkok, Thailand. The International Marketing Team of the Mall Group engaged noBorders to refresh their image library for these flagship centres in September 2017.
The process commenced with an analysis of existing images with feedback on what the team liked and disliked about their existing library, gaps in content, colour requirements, composition needs, end usage etc. I then conducted a Values Analysis on the brand using existing materials, the draft brief, marketing strategy and documents provided. Typically the process would include a short survey of key stakeholders, however due to language constraints this was replaced with short interviews.
The analysis revealed interesting insights into brand values. The strongest and weakest value categories where used throughout the process and strongly guided the final images and portfolio report.
Lead time was provided to gain the required approvals. The shoot was conducted over 3 full days covering externals night and day, storefronts, features and services, shopping experience, and a particular focus on the unique fresh food market. The brief required images only possible using an aerial drone. Given the location this required detailed planning and approvals.
Finally images were processed to requirements and presented together with a 30 page portfolio report. The report contained suggestions on image combinations, use, marketing approaches to tourists, under-utilised features and services that could further enhance brand values, future image priorities, and shoot planning and logistics.
We collaborated across timezones and languages to deliver the final 32 page publication on time and on budget.