Felicia Shopping Center – Rebranding

Felicia Shopping Center needed a new approach to better express the upcoming changes in the design of the space and its current orientation towards sustainability and community.

We made Felicia be about friendship and community. “With friendship” became a TAGLINE as well as a BIG IDEA for the center’s communication platform. We designed a brand strategy which works well for brand campaigns as well as for tactical campaigns, with a versatile signature for all communication activities medium to long-term. Friendly and simple enough to become a strong associator for Felicia.

The design expresses the strategy and key values defined Friendship, Community and Sustainability / Nature. The leaf motif is present both in the logo and in the graphic territory. The imagery is colourful, open, community-oriented.