CFC developed a brand identity of Starfield City, which opened in Wirye New Town in the second half of 2018. 
Given that Starfield is a large shopping mall located in the suburbs, Starfield City is a lifestyle-oriented shopping mall that is located in the center of the city and enhances consumer access.
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Subbrands that combine CITY with Starfield BI had to serve two purposes.
1. ‘CITY’ should be able to be harmoniously combined with Starfield, a script-shape logotype.
2. ‘Starfield CITY’ BI must contain urban sensibility to differentiate itself from the existing Starfield.

The final design combines the ‘CITY’, reminiscent of buildings in the city, with Starfield's wordmark. We also developed sub color palettes with various tones of red to deliver the diverse range of joyfulness.
STARFIELD CITY Brand Identity Development
2018
Client: SHINSEGAE CO.LTD

Project Team
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Brand Strategy Team | SHINSEGAE CO.LTD
Project Management 
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CFC
Brand Identity & Pictogram Design Dev.

Art Direction & Design: Charry Jeon
Design: Eunju Kim, Ziyoung Kim, Nara Yoon
Photography: Kiwoong Hong



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