How we upgraded the successfully established style of the VIA Park shopping center

The Brand

After three years of successful partnership and building a distinct and memorable visual identity, the time came for the next stage in our work with VIA Park – to enhance and refresh the park’s visual identity. As you know from our blog, we created VIA Park‘s brand identity from the very beginning – the name, logo, slogan, website, and all of its online and offline communication. Through this, we helped the shopping center stand out, build a loyal audience, and position itself in the market as a modern and key retail park. Now, the time has come to show that VIA Park not only continues to have a presence in the Plovdiv market, but is also moving forward and evolving – with new energy, a new vision, but with a preserved sense of its brand idea.

Insight

Consumers already associate VIA Park with its distinctive and recognizable graphic style – vector illustrations, minimalism, and clear messaging. This visual line has become a symbol of identity. That’s why we didn’t aim for a radical change, but rather a strategic enhancement. The idea wasn’t to create something entirely new, but to breathe new life into what was already familiar. And so, following our insight, we arrived at the idea for the creative direction.

Creative Direction

We kept the vector style as the main distinguishing element but evolved it with more vibrant color combinations designed to evoke the atmosphere, just as VIA Park creates an experience for its visitors in everyday life. The colors we added to our palette were not chosen randomly – they were inspired by the colors of the main retail stores that are part of the VIA Park family. This way, we strengthened the visual connection between the retail park and its commercial tenants.