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Branding
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Bay Avenue

Fbranding

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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