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Pacific tropical theme for edutainment centre in Moscow
New branding for Oceania, a new 300 tenant mall in Moscow opened in August 2016 developed by TPS, a leading Russian mall developer and who own and operate 900,000 sq m of retail space.

Brief
Oceania is the name of a region centered in the tropical pacific Ocean. Our brief was to create a brand for this contemporary, themed family edutainment center which would be timeless, have high levels of recall and reference the oceanic theming.

Solution
We’ve used the ‘O’ letter as the basis of our symbol and drawn it up using colourful corals. Coral is a symbol of thriving life and a measure of a healthy marine ecosystem. When you find a coral reef you find an abundance of life and colour. Our motif references the unique and diverse ecosystem of a coral reef - which reflects the diversity of a great shopping and its function as a social hub and entertainment centre. The vibrant brand language further articulates this diversity and helps to express the engaging Oceania experience.

Result
A unique brand identity with strong symbology which is appropriate, memorable and builds emotional resonance. Using our wide palette of ocean colours we’ve created a strong and recognisable brand language, defined in guidelines, enabling all marketing service groups to push in the same branding building direction.

The marketing campaigns have been successful with higher than expected footfall for the opening.