Neoteric
Inspired by the architectural design of the building, I decided to create a visual identity for a commercial mall (designed by UHA).
"A shopping mall designed to create an ‘other-worldly’ experience, a journey of discovery and wonder."
Service
Branding, Art Direction
Client
N/A
Year
2019
The name I came up with 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 the 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.
