Global investment firm Blackstone required a compelling brand to credibly launch Nexus Malls, its Indian subsidiary driving and managing the new retail portfolio.
With Blackstone’s aggressive plans to expand its retail portfolio, Brash needed to balance immediate needs with the long-term strategy of the business. Success being almost inevitable with consumption at an all time high, we had to carefully use this opportunity to accelerate a reputation of trust and credibility to warrant loyalty even at times of economic uncertainty.
Blackstone Nexus Malls
To achieve immediate impact, we needed to position the brand as a destination greater than its collective of shops. An experience that would be uplifting and adding value to consumer’s daily lives. A place to connect and socialise, where new communities are shaped and hearts meet.
Brash created a contemporary brand identity and experience that is distinctive, without compromising on cultural relevance. The vibrant brand language is prominent and modular to communicate different service propositions without diluting the brand’s promise. It’s unique energy invites existing and future communities to ‘arrive and thrive’ at Nexus Malls.