2012 Winners & Shortlists

Brief Explanation

TO CREATE A SINGLE BRAND ID/LOGO WHICH COULD ALSO COME ALIVE ACROSS A RANGE OF COLLATERALS, AND BE EXTENDED WITHIN THE MALL FOR WAY-FINDING AND ENVIRONMENTAL BRANDING. THE CHALLENGE WAS TO CREATE SOMETHING FRESH, MODERN AND HUMAN – SIMPLE YET MULTI-LAYERED – COLOURFUL BUT NOT CHEAP – AND WITH A NOD TO ARABIC INFLUENCE!

The Brief

A NEW CLIENT, A NEW MALL…AND A WHOLE NEW POSITIONING AND IDENTITY REQUIRED. GIVEN THE MALL’S UNIQUE LOCATION AT THE HEART OF A NEW RESIDENTIAL DEVELOPMENT, OUR STRATEGY WAS TO POSITION THE MALL AS A “COMMUNITY CENTRE” – A FOCAL POINT FOR ALL COMMUNITY ACTIVITY. A MEETING PLACE, A PARTY PLACE, A PLACE DESIGNED TO BRING PEOPLE TOGETHER. THIS LED TO THE CREATIVE IDEA “LET’S GET TOGETHER”. BEYOND ADVERTISING, WE NEEDED TO CREATE A TOTALLY INTEGRATED BRAND IDENTITY WHICH COULD VISUALLY EMBODY THE “LET’S GET TOGETHER” BRAND IDEA.

How the final design was conceived

MOVEMENT WAS OUR INSPIRATION. A COMBINATION OF ARROWS AND RIBBONS WAS OUR SOLUTION. THE ARROWS CREATE A STRONG SENSE OF COMMUNITY BY MEETING AT A CENTRAL POINT. THE COLOURFUL RIBBONS IMPLY CELEBRATION…AND A GIFT WAITING TO BE UNWRAPPED. THE OVERALL EFFECT CREATES THE PERCEPTION THAT THE MALL IS A VIBRANT HUB OF ENERGY. THE TYRPOGRAPHY IS SIMPLE, MODERN AND STRUCTURED. ENGLISH AND ARABIC TYPEFACES HAVE BEEN SPECIALLY DESIGNED TO MATCH BOTH IN WEIGHT AND CHARACTER.

Indication of how successful the outcome was in the market

THE MALL IS YET TO OPEN. HOWEVER THE BRAND HAS LAUNCHED TO A BUSINESS AUDIENCE – AND THE DISTINCTIVE BRAND IDENTITY HAS PLAYED A KEY ROLE IN DRIVING A FULL UPTAKE OF RETAIL SPACE AHEAD OF THE IMMINENT CONSUMER LAUNCH AND MALL OPENING