The GPT Group
Highpoint Wondermas Experience
Agency / Dashing Group
/ Creative Strategy
/ Creative Pitch
Challenge
Reimagining the festive season at GPT Group’s Highpoint shopping centre to reflect its vibrant spirit and deep connection to the local community – while creating an inclusive and ownable destination.
Delivery
/ Creative Strategy
Backed by consumer research, I developed a creative strategy that deliberately positioned Highpoint as a luxury destination and an emerging urban village of the future.
Knowing that Christmas is shaped by diverse cultures but united by shared moments, I helped Dashing Group shift the narrative to target prosperous families through the highly inclusive Wondermas concept. This acted as a bold beacon for the precinct, offering an authentic third place where the community feels a deep sense of belonging.
/ Creative Pitch
I built a compelling creative proposition and pitch deck that helped Dashing Group win the project by perfectly merging data insights with emotional storytelling. Connecting the creative to the rich history of the region and its bold vision for the future, I collaborated on weaving highly interactive moments throughout the precinct.
Wondermas succeeded by transforming Highpoint into an authentic urban village that perfectly reflected the vibrant spirit of the West.
By moving away from traditional seasonal tropes, the inclusive creative strategy forged a deep emotional connection with the local community and flawlessly aligned with the core brand pillars.
We created an immersive destination where prosperous families did not just stop, but stayed to share meaningful moments. This strategic focus on experience-first design was heavily validated by consumer testing, proving that emotional storytelling directly delivers hard commercial outcomes.
Ultimately, this bold approach secured a prestigious Shop! 2026 Award, proving data-driven insights and whimsical design can seamlessly merge to guarantee a massive return on investment.
Impact
