So young Song - Hyundai City Mall Branding

Hyundai City Mall Branding
2017
Branding

Hyundai Outlets has its three sub-brands: Hyundai Premium Outlets, Hyundai City Outlets, and Hyundai City Mall. Our team developed each brand identity system in accordance with the different attributes of the three brands after researching the needs of target audiences and regional and architectural features.

Hyundai City Mall, located in the suburbs of Seoul, offers a distinctive shopping experience by integrating cultural and educational programs, including an art gallery and an education center for women and families.

Based on comprehensive research and analysis of the target audience, market conditions, site context, and competitors, I developed the brand identity color system for Hyundai City Mall. A saturated lime color was selected as a strategic intervention to revitalize the surrounding environment, which is dominated by gray apartment complexes and industrial facilities. To balance the intensity of the lime tone and enhance its usability, a pastel pink was introduced as a complementary color. This pairing softens the visual impact, adds a romantic accent, and prevents visual monotony while maintaining a cohesive and versatile color system.