Challenge
The New Bridge That Connects To History
The “M8” is rooted in a region already rich with captivating history and cultural depth. Our true challenge lay in maintaining brand consistency while offering guests a historically infused brand experience within this new space. In a city teeming with luxury shopping malls and casinos, we expertly blended traditional elements with trendy features, evoking both new cultural depths and modern allure. This delicate balance allowed us to create a unique atmosphere that stands out in Macau’s bustling landscape, offering visitors an immersive experience.
By intertwining local heritage with contemporary design, we’ve crafted a destination that not only complements the city’s existing attractions but also carves out its own distinct identity in this vibrant, ever-evolving metropolis.
Solution
Insights Gathered from Local People
In creating a landmark shopping mall in Macau, we went through a careful naming and branding process. A survey of over 1,000 people from Macau, Hong Kong, and mainland China provided solid data for decision-making. This diverse sample provided insights into cultural preferences and market trends. The DSIGN team analyzed this information to improve our naming criteria, leading to the selection of “M8.”
We studied market dynamics and consumer behavior to create M8’s core message and identity. And developed visual elements to convey the brand’s personality to consumers. This strategic positioning brought a sense of newness to the city’s residents and made sure M8 stood out in the competitive market.
Brand Story
DISCOVER ME
Reflecting the place’s heritage of diversity and culture, M8 stands as the only shopping mall located in the “Macau World Heritage area”. Backboned by China Construction Engineering (Macau) Company, M8 is dedicated to delivering unparalleled retail experience, regardless of time and cost. Storyline production and strategic naming aim to give a new life into a forgotten post office, transforming it into a sophisticated mid-to-high end shopping mall. DISCOVER yourself at M8, where history, culture, and offline commerce!
Naming [M8]
The name “M8” has a historic story and cultural significance tied to the local heritage. “M” symbolizes Macau, and “8” represents its location within 8% of Macau’s original land. They’re surrounded by eight world heritage sites within a hundred-meter radius, including Senado Square, IAM Building, the Holy House of Mercy, and so on.
M8, a new development that reflects the region’s historical context, is currently in its final stages of construction. It is scheduled for a soft opening in September 2024, with preparations underway to welcome visitors and establish its presence in the community.
© China Construction Engineering (Macau)
© Macau Business
Color
Refined Color Palette
For a serene yet impactful visual experience, we selected natural and neutral colors that create a calm palette with clear contrasts. To enhance seasonal events and boost consumer engagement, we introduced additional hues of red and green. Diverse color combinations were also proposed to strengthen the brand’s connection and enhance its memorability.
Logotype
Optimized Structure and Clarity
Designing the symbol involved balancing proportion and stroke thickness to ensure clarity and recognition at various sizes. We carefully adjusted the thickness and spacing of the English and Chinese text to enhance readability and align with M8’s desired level of clarity. After multiple revisions, we finalized a design that maintains visual simplicity and effective communication.
Font
Clear Stroke, Enhanced Readability
The DSIGN team unified the fonts to enhance consistency and accessibility, by using Noto Sans TC for its compatibility across different devices and platforms, even without Adobe fonts. The five weight options of the font allow for effective emphasis and a clear hierarchy in the text. This choice ensures ease of use and a cohesive visual experience for all users.
Visual Applications
Reflects Local Features with Elegance Curve
The key point is the pattern inspired by the building’s large doors and Macau’s regional characteristics. We derived the pattern from the shape of the large door on the far left of the renovated building, and another curve reflects the distinctive pavement patterns of Macau. This design element not only adds elegance to the M8’s personality but also enhances the overall mood of the brand.
Drawing inspiration from the brand’s essence and the smooth curves of architectural arches, we made icons with minimalistic lines and rounded edges, capturing simplicity while promoting unity.
