The development of a sophisticated and vibrant brand identity for a new mall in Novosibirsk, Russia.

Air were asked to develop a brand identity that fits in with the dramatic and contemporary architecture of the new retail development. This included the brand strategy, logo development, overall look and feel and brandbook. 

A detailed brand strategy was developed with the story of ‘retail theatre’ at its heart. Vibrant colours were used
to create a sophisticated yet fun identity for the mall. The ‘smiling loop’ symbol also reflecting elements of the internal mall architecture. 

The resulting brand identity was received well by client and has played an instrumental role in a successful leasing campaign.