Le Mall: Are you IN?
Le Mall: Are you IN?
By Admin I: So we practically have a case of rebranding or let’s use the technical term ‘brand lifting’, and a campaign by M&C Saatchi, launching the new branch of LeMall, yes, the one looking like an intestine right next to ABC Dbayeh.
Whether you hate the architecture as much as I do or not, someone has to acknowledge some good efforts trying to modernize the mall experience as a whole. The logo underwent a discrete lifting process, dropping the useless mix of type, and reaching a more coherent result, all caps with a focus on the letter M: modern, present and well done, totally brought to life by the well designed signage and navigation system inside the mall.
What I’m totally IN for this whole launching campaign, are definitely the outdoors. Sometimes there’s no need for a fully saturated concept and a forced twist; it’s indeed when ‘less is more’ works its magic on you, even if you’re not really a minimal designer. The copywriting twist “Are you in?” hinting trendy, and as well hinting a place, a question that makes you want to check the new mall, does the right amount of buzz without overdoing the propaganda.
This well written ad, was complemented by a beautifully designed visual, plastic colors, an interesting layout integrating the model INside the type (again stressing on the headline) that was meticulously chosen to reinforce the logo. (We’re trying to bribe the designer to send us that typeface, shushhh!)
TVCs came expected, the good side of ‘expected’, very fresh and modern looking, fast cuts full of energy and hip!
I’m sure someone would come up and say that this campaign is too ‘usual’, but in my brofessional perspective, if everyone can do ‘usual’ and make it look as visually and conceptually pleasing, then let it be ya’ll!
All I want to do is pull a “That’s what she said joke”.
But joking aside, the campaign does feel too…how should I put this….unbranded? Utilizing type as your system is not really a system. What we have here is a campaign, and not quite a brand just yet. For something that already feels like it belongs in the early millennial years, I’m not sure how long one can sustain what we see here. But A for effort on brandmark…at least there was some typographical effort put into that.
I see what you mean Mo, and I totally agree;
It still lacks becoming a brand, but in general and in comparison with retail advertising in Lebanon, the campaign is pretty impressive on many levels: simplicity, typography and copywriting.
Let’s keep in touch man!