Inspired by the design concept of the commercial mall building (by UHAlondon), I decided to create a visual identity / branding for the mall as a self-initiated project. "A shopping mall designed to create an ‘other-worldly’ experience, a journey of discovery and wonder." The name itself blends two sources of inspiration - the new and the esoteric. Just like the architectural concept for the building combines the futuristic (hi-tech) with the natural elements (lush flora and water), so does the name and the visual aesthetic. Hinting to the "other-worldly" experience and the journey of discovery, I wanted to keep dreamlike and mysterious feel throughout the brand elements while keeping the look clean, modern and timeless. The logo design also draws inspirations from hieroglyphs and the building's original design concept, suggesting an ambiguous 3-D perspective.