Experts from the Research Department at the Bureau of Marketing Technologies conducted a comprehensive study, the results of which formed the foundation for developing the brand concept of a new shopping and entertainment center.
DEVELOPMENT
The brand development was based on three key factors:
- Target audience needs
- Differentiation from competitors
- Entertainment as the anchor of the shopping mall
Key Insights:
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Vyshneve is one of the fastest-growing suburban areas. The primary audience—young families with children—faces a significant lack of educational and entertainment spaces in the area.
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Competitor offerings exist but are fragmented: separate supermarkets, standalone kids’ clubs, but no comprehensive family-friendly destinations.
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The shopping mall is integrated with a unique landscaped Flower Park, a concept unparalleled even in Kyiv.
POSITIONING
We proposed five potential names that reflected the three key positioning factors.
After joint discussions, we finalized “ParkSMall”—a playful name that adapts to the visitor’s needs:
- A Park with a Mall (for entertainment)
- A Mall with a Park (for shopping)
Semantic Breakdown:
- Park – from English, meaning “park”
- Mall – meaning both “shopping center” and “promenade”
- Small – meaning “small,” suggesting a cozy and intimate atmosphere
The wordplay allows multiple interpretations:
- “Park’s Mall” – a shopping center within a park, a promenade in a park
- “Park Small” – a compact, cozy park
- “Small” on its own – emphasizing the mall’s boutique-like, intimate feel
NAMING
- The name is engaging due to its playful nature and multiple interpretations.
- It perfectly aligns with the positioning of the shopping center.
- Despite its layered meanings, it is easy to read and remember.
- The name lends itself to a visually appealing graphic design, making it adaptable for a creative logo concept.
The developed visual identity reflects ParkSMall’s positioning as a family-friendly destination—not just for shopping but also for entertainment, engaging activities for children, and visiting the unique Flower Park.
