Art direction for branding continuation of Westgate Shopping Mall, a family and lifestyle mall is set to be the premier destination in Singapore's West. The mall has an increased target focus towards young shoppers and families, with a large one-of-a-kind outdoor playground with a customised fantasy theme.

Working around the existing logo, this direction uses both the upbeat colours within and its repetitive shapes as a motif to bring across a strong sense of trendiness and an exquisitely curated premium feel without losing friendliness and approachability.

The playful colour scheme and tongue-in-cheek novel treatment for generic retail imagery provides an unexpected touch of whimsy that appeals to its young audience.

Repetitive patterns provide an instantly recognizable mark while at the same time showcasing all the various different offerings of the shopping mall.

This was a visual look and feel to be used in a pitch as part of a larger project.