The Brand Union promotes effortless living at new mall

The Brand Union has crafted the brand identity, brand style, brand messaging and tone of voice for the Dubai Marina Mall to connect with residents and visitors to Dubai Marina.

The Dubai Marina Mall brand is all about effortless living. It embraces the cosmopolitan marina lifestyle, offering everyday shopping convenience in its natural setting and well-considered retail spaces, according to Matthew Laubscher, executive creative director, The Brand Union.

"The identity takes its cues from the environment visually connecting the unique and free-spirited setting of the marina with the convenience, freedom and intimacy of the mall," he said.

Graphically, the identity depicts individuality through its signature, which is both a monogram (dmm) and pictogram (waves and spirit). The visual language and communication stem directly from the identity.

The Brand Union considered the customer experience at every touch-point to develop a visually distinct and engaging Brand World. This is brought to life through a set of illustrations that form a distinctive visual brand language. These illustrations are hand drawn and reflect the illustrative style of Dubai Marina Mall brand mark.

The illustrations are linked through the brand positioning of effortless living. The positioning is then tailored through key messages with the illustrations in order to create conversation. The messaging includes ‘Talk about fashion', ‘Talk about cafés', ‘Talk about convenience' and ‘Talk about effortless'.

Another part of Dubai Marina Mall's Brand World is the unique photographic style used that has been crafted in three parts: Environmental, Personal and Intimate. The encompassing tone is relaxed, captures everyday moments, yet still has a sophisticated undertone.

Previously known as Enterprise IG, The Brand Union delivers its expertise at all touch points with a footprint that extends from Research to Strategy to Design to Engagement to Evaluation.

The company has evolved to operate across 20 international offices with 500 people. It has a presence in Abu Dhabi, Bangalore, Beijing, Cairo, Dubai, Dublin, Hamburg, Hong Kong, Jakarta, Johannesburg, London, Madrid, Miami, New York, Paris, San Francisco, Shanghai, Singapore, Stockholm and Tokyo.

Other recent clients include American Express, Hewlett Packard, Bank of America, COFCO, Unilever, Mars Inc, Motorola, Vodafone, Credit Suisse, Corus and KPMG.

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