TOWER CENTER RIJEKA
CLIENTTower Center Rijeka, shopping centre
SERVICESREBRANDING DESIGN AND COMMUNICATION STRATEGY
Tower Center Rijeka is one of the most visited shopping centres in Croatia (with an annual average of 5 million visitors) spread over five floors with a wide variety of contents.
The client sought a new visual direction in advertising to shift from old visual solutions to a more modern expression.
It was necessary to redesign the logo, in such a way as to remain recognizable and retain the existing identity, but to be up to date.
Based on the brand platform we developed new communication and visual strategies. We actually shortened the logotype and adapted it to local discourse.
We adapted the logo to local discourse, simplifying it and putting an emphasis on the essential - Tower - which has been a brand for over a decade, and has become a brand itself. We deconstructed the logo in parts and utilised a recognizable structure in new visuals to achieve brand uniformity and distinctiveness.
Design and communication strategy
We used parts of the logo and the slant extending in all materials as a uniform element on all visual solutions and made them the standards of the visual communication.