Transforming B2B mall management into B2C experience brand
Elephant Design created a comprehensive consumer-focused identity system for Nexus Malls, delivering strategic repositioning from industry player to consumer lifestyle destination.
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approachable, lively and motivated
Consumer behaviour research analysis
Competitive mall landscape assessment
Multi-channel implementation guidelines
Transformed Nexus Malls from a B2B property management company into a consumer-facing master brand by developing a vibrant, experience-focused identity that connects with shoppers, retailers and industry stakeholders across their expanding portfolio.An Emerging Retail Giant
Nexus Malls entered the Indian market in 2016 as a representative of the Blackstone Group, one of the world's largest investment firms. Despite being a relatively new player in India's evolving mall culture, Nexus quickly amassed over 10 million square feet of prime retail space in just six years. Their portfolio includes iconic properties like Forum Mall and Shantiniketan in Bangalore, with strong presence across metropolitan centres including Pune, Ahmedabad, Mumbai, and Chennai. This rapid expansion prompted Nexus to reconsider their brand positioning, as they were primarily perceived as a B2B entity focused on stakeholders and retailers rather than end consumers.
Creating Real-World Experiential Destination
Brand Aspirations Description: Nexus aimed to evolve beyond property management into an experience curator that connects emotionally with modern Indian consumers. Research revealed that shoppers prioritized mall environments and experiences over retail aspects, viewing malls as refuges from digital life and everyday monotony. With competition from local bazaars, legacy stores, and e-commerce, Nexus recognized the need to position their properties as destinations for authentic experiences rather than merely shopping venues. The brand sought to appeal particularly to younger generations seeking work-life balance and real-world connections, establishing itself as a master brand synonymous with quality, variety, and satisfaction.The System of Happiness
The new identity revolves around "The Pursuit of Happiness" concept expressed through a multi-coloured bloom symbol. The flower's petals unite around a central negative space representing the consumer's central role.
Inbuilt Versatility
The identity holds up across larger outdoor signage and virtual estate like websites and livery without any loss in impact.
Small-scale Collateral
Nexus can use different variants for small-scale collateral like ID-cards, letterheads, signage systems, and campaign posters.
Purple Bloom
The brand's primary purple tone celebrates luxury, pride, independence, and cheer, establishing a premium yet approachable foundation. Each supplementary colour in the petal-based symbol carries specific emotional and cultural significance, collectively radiating energy, vitality, and harmony to create a welcoming, vibrant personality that resonates across India's diverse cultural landscape.
The intentional negative space at the centre of the bloom symbolizes Nexus' commitment to customer-centricity—representing how the brand revolves around fulfilling consumer desires and creating spaces where visitors can find their own meaning and experience. This thoughtful detail reinforces the brand's strategic shift from business-focused operations to consumer experience curation.
Minimalist Appeal
The clean, minimalist design with its vibrant palette ensures virtually limitless application possibilities across all brand expressions. The system maintains consistent recognition while adapting seamlessly to everything from small-scale collateral like letterheads and signage systems to large outdoor marketing installations, digital platforms, and environmental applications throughout the mall properties.
The identity also speaks to the younger generations that increasingly occupy the mallscape. It invites them to escape from their virtual world and immerse themselves in the real one. It helps them find work-life balance and satisfies their need to move away from routine and stagnation.
Additional Applications
The identity lends itself to all kinds of social media campaigns and seasonal promotions, which are the lifeblood of the mall-space. Stationery adorned with the identity looks crisp, minimal and elegant at the same time.
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