Largest real estate project in Southeastern Europe opens with Brandient-designed identity
Palas “city within a city” employs a complex branding system
Situated in the historical city of Iasi, Northeastern Romania, the Palas Iasi project is the largest real estate complex in Southeastern Europe, backed up by a 260 million EUR investment. The project was developed by Iulius Group, the largest mall operator and developer in Romania. The “city within the city” includes residential and commercial buildings, business spaces and different entertainment destinations.
Brandient was commissioned to conceive the brand strategy for Palas and to create the visual identities for Palas Iasi, Palas Mall and United Business Centre.
“After 2008, the deflated real estate boom was not a fertile ground for visionary branding. In spite of this, the uniquely grand Palas Iasi project set itself to change Iasi into a destination brand for Europeans.”
—Aneta Bogdan Managing Partner Brandient.
The visual identity of Palas Iasi reflects the project’s sophisticated nature, using contemporary design accents. The new logo and its manifestations are meant to create a modern, European brand able to provide visitors, city inhabitants and employees with inspiration, happiness and optimism.
The three Class A buildings of the business center were unveiled in 2010. In tune with the cosmopolitan spirit of the whole project, Brandient recommended the name United Business Center and created the brand’s visual identity and the brand applications.
The need for a compelling visibility of the Palas Mall sub-brand generated a separate identity for the retail giant, built around an inviting visual symbol accountable for elegance and enforcing a high class status.
“Being the largest real estate project in Southeastern Europe, Palas is a very special project for Brandient. We developed the brand system methodically, using an overarching brand idea that we applied to all verbal and visual identities across the branded architecture.”
—Cristian Kit Paul, Creative Director Brandient.
For more details, please see the Palas Iasi case study here.