GRAVITY — the science of shopping The Clients
Task
A tribute to locals Gravitatsiya (Gravity) is a new shopping center soon to be open in the Chertanovo district of Moscow. It’s aiming to become the center of attraction for the locals. So we’ve created an identity system full of local pride — inspired by the view from space at the Soviet era modernist architecture the place is well known for.
Ideas and solutions
A bit of dynamics When it comes to communicating mall’s activities logo is never enough. So we’ve created a full featured iconography system aimed at solving different communication tasks, such as introducing new categories and events. A hint of surrealism Space is the topic reflected in the interior design and popular science events to be held at the mall. So we’ve created a series of key visuals that mix the mystery of space with daily activities that one can enjoy at the mall. A drop of merch This identity is already quite playful, but we’ve decided to turn it up a notch. We’ve hidden a Russian letter CH, the first letter of the district name, right in the main logo. And made a drop of merch to celebrate the local pride. We hide a Russian letter CH in the main logo as a tribute to Chertanovo. And made a drop of merch based on this easter egg that visually glorifies the locals and the district where shopping mall is placed
