When it’s 3, it’s magical
Previously known as the Tropicana City Mall in Damansara, Petaling Jaya, this distressed asset was taken over by CapitaLand in 2015. Brandcourage was awarded the programme to reposition it in the eyes of the hardened and over-saturated retail market in Malaysia. After an extensive asset enhancement process, coupled with a complete rebadging, under the new name of 3 Damansara, the mall was relaunched to leverage the capital works to make it more competitive and differentiated.
As the mall had been suffering from a fairly poor reputation, it was very important that the rebranding exercise considered a new name and identity. Apart from that, the mall needed to emphasise the change in a highly visible way that would include its external signages and facade in order to stand out against increasing competition from the newer malls like The Starling, Atria, Glo and Paradigm.
The successive circles of its new logo, were designed to create a kinetic movement that animates it and builds dynamism to the look and feel. The composition of the new identity fitted well to the brand personality of being convenient, surprising and friendly; suggestive of strong, vibrant and energetic cues; to build the perception of 3 Damansara as a premier lifestyle destination with an ambiance for modern shopping, dining and entertainment.