Rundle Mall
Where Christmas is made.
Rundle Mall is Australia’s busiest outdoor shopping precinct, welcoming more than 52 million visitors each year. As the heart of Adelaide’s retail, dining and entertainment scene, it plays a central role in shaping the city’s identity.
In collaboration with Showpony Advertising, I rolled out the 2025 Christmas campaign, Where Christmas is Made, evolving an initial hero illustration into a cohesive visual system that translated seamlessly across print and digital applications, from in-mall activations to city-wide billboards.
Designed to feel bold, cohesive and unmissable, the campaign created a vibrant festive experience across the mall and contributed to a record-breaking season. In December alone, Rundle Mall welcomed more than 4.5 million visitors and generated $158 million in spend, a 4% increase on the previous year, demonstrating the impact of considered design delivered at scale.
Project Scope
Visual Identity Development
Publication
Print
Digital
Activation
Photography
Sourced by Rundle Mall
Agency
Showpony Advertising
