Brand Strategy, Identity Design, End User Analysis, Site Analysis, Signage Concept and Technical Development, Tenant Design Guidelines, Tender Documents and Evaluation

Bay Avenue

Shopping Mall

Identity and wayfinding for challenging retail site conditions

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Bay Avenue

Bay Avenue is a 2 level linear mall with multiple connections to residential and towers, an 800m F&B streetscape, a cross connection to the opposite side of the site and metro and a central atrium. A new brand and signage program was required to enable wayfinding in a complex site, drive footfall to the underperforming second level, create a fresh, modern identity that redefined its relationship with the master developer and provide design guidelines for ground floor/exterior F&B. Throughout the process, carefully consideration was given the end-users and their understanding of how the value proposition of Bay Avenue applied to them.‍

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