I developed a new tone of voice for Westpoint, a shopping mall in outer western Sydney. Westpoint is the central hub of Blacktown, a suburb with a bad reputation. It’s a low socioeconomic area where a lot of new migrants start out. But the people that live here have a real sense of local pride. For them, it’s a place where they can build a better life for their family, and it’s one of the few place in Australia where the people who were born here choose to stay - even when they can afford to buy elsewhere.
Happy Here. Westpoint’s tone of voice is simple, everyday and invitational - like a next door neighbour.
