Develop a new brand identity + architecture for Nexus Malls, a mall management giant
CLIENT
Nexus Malls, Blackstone India
ROLE
Director, Brand & Design
TYPE
Brand Identity, Brand Architecture, Visual Language
AGENCY
Elephant Design
CHALLENGE
Nexus, backed by one of the largest investment firms in the world, the Blackstone group, swiftly acquired over 10 million square feet of prime retail space and managed iconic malls in key India metros cities. With a portfolio of legacy malls, they aspired to become a master brand.
A latecomer to the malls cape, they faced competition from other noteworthy malls and ecommerce portals. This necessitated strategic differentiation to create a brand that connected to sub brands, retailers, customers, and stakeholders alike.
STRATEGY
Our Category audits and stakeholder analytics revealed that Indian consumers prioritize mall environments and experiences over the retail aspects. Customers also connected more with brands that became synonymous with variety and delight.
We identified the need for an elevated mall experience with a hospitality element. We adopted the themes of “Happyness”, rediscovery and a deviation from the virtual world to develop Nexus’ new identity. The brand embraced the core premise of 'Rediscovering Zest for Life' in a post-covid world.
DESIGN
Repositioning as a Master Brand: Creating an identity system that brings all the Nexus properties under one umbrella but retains the equity of legacy locations with an endorsement brand structure.
Live your life in Full Colour: The brand symbol evolves into a vibrant multicolored bloom, symbolizing the discovery of new lifestyles and evolving aspirations.
An adaptable & diverse color palette: anchored by purple, conveying pride, luxury, and independence, Each colour also signifies a deeper subtext and connects to an assortment of Indian cultural elements, festivals, campaigns and more.
Versatile Livery: Variants of the identity are crafted to suit both small-scale collateral and large outdoor marketing endeavors, ensuring consistent impact across various platforms.
B2C Impact: Implementation of the redesigned identity is anticipated to foster a warm and inviting atmosphere, attracting more visitors, and fulfilling its commitment to offering an enriching escape.