A new outdoor mall was planned to be built along a high volume thruway between outdated staple retailers, and several old and new residential mixed income housing projects. The outdoor mall was the last large property in this area, and aimed to have 32 tenants, 279 parking spots and an open space to serve the restaurants.

The new outdoor mall needed a brand with mass-appeal and an image that attracted interest from the surrounding neighborhoods. The outdoor mall was a new and unknown concept and had no roots in the past, and needed a complete brand profile to easily manage its overall appearance, marketing, and retail standards for all tenants. Other needs were naming, logo, visual identity, signage, tenant manuals, messaging, positioning, social media concepts and more.

Cultéva named the outdoor mall VEN.

The three-letter logotype for VEN was developed as an overtly bold, yet soft and friendly corner stone of the visual identity.

The VEN logo was placed in high-visibility locations to make it visible from afar, on approach and up-close. The VEN name is repeated throughout the outdoor mall, in all sizes to promote the new identity and generate instant recognition.

The positioning for the VEN outdoor mall focused on the close proximity it had to the surrounding areas, and the tagline “Convenience close to you” was integrated throughout all communications. A selection of marketing elements and scalable social media concepts was developed to reach nearby neighborhoods as well as a broader customer base via digital media or through traditional advertising. Outdoor is a concept that is emphasized through a consistent use of a blue sky and tropical green palette.