The MLC Centre


Art Direction
Digital & UI
Signage & Wayfinding
Print & Publication


Although an established and much-loved fashion destination, MLC Centre's image needed to be updated and refreshed. We devised a creative concept that focuses on personal style while celebrating the diversity of the retail offering in the centre. In late 2012, we developed the Own Your Style concept, initially for a billboard and fashion magazine ad campaign it features ‘just-snapped’ photographs that define modern style and individual fashion sense, and capture the energy of the city street. This concept has successfully filtered through our MLC Centre in-store displays, the new MLC Centre website including fashion blog, and retail brochures.

Client — The GPT Group
Studio — This is Ikon

Creative Director — Kate Dennis
Design Director — Bettina Winkler
Photographer — Phil Oh