Case study: simple solution but deep meaning
Siesta (rus. “Сиеста”) is a shopping mall located in New Moscow. In the years ahead it will be a magnet for local residents to escape from routine and have a comfortable rest. The agency was challenged to design naming, visual identity, and communication of the shopping center.
The origins of the idea
Analysis of the surrounding areas showed a dominant Spanish theme: RC Spanish Quarters, Cervantes Street, Magellan Avenue. When working on the project, it was decided to maintain the area positioning so the new project was not against the theme style and even could complement it.
Naming is based on the Siesta Spanish tradition — that is a work break for a quiet rest. These conceptions match well with the values of the shopping mall and made a base for requirements of the brand’s visual identity and communication system.
Creation of identity
Pastel shades emphasize calmness, kindness, and brand serenity, creating a pleasant atmosphere and friendly communication. The system of combinations will help the company staff to work correctly with the corporate brand palette.
The visual language of the brand contains 4 types of patterns with a breakdown by applications: horizontal and vertical. The basis of the pattern is the same 4-hour sector which is the dominant feature of both the visual style and the verbal identity.
For communication materials, there is a series of key carriers developed based on the dynamics of the pattern; each visit to the shopping mall will differ from the previous one. When designing marketing materials, we were focused to make them continent in design, so they could better fall in line with business objectives.
The communication tonality simplifies the brand identity by focusing more on verbal messages and a beneficial attitude so as to make you feel satisfied after having a good rest when visiting the shopping center.
Don’t stop thinking
Having moved to the end of the brand work, we provided a digital concept of the prospective shopping mall where a visitor through the application gets access to the services of all vendors, makes personal scenarios of his/her visits and goes shopping with one shopping cart.
Even a simple visual solution should always be supported by a fundamental idea that will build all further communication of a brand or product, do not forget about this.
You can see what we got in the brand-style video.
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