Cresent SC Wayfinding & Identity

Crescent Shopping Centre is a Limerick institution that has been in business for over 50 years. With thousands walking through their doors daily, and a popular shopping destination for many, Crescent Shopping Centre required a brand identity that could spark life into their environment and become an emotive and engaging place to visit. 

Embarking on this rebranding and wayfinding project, we recognised the need for a brand strategy to underpin the Crescent experience. Inspired by their name, we recognised the staff and community of Crescent as stars, sparking joy in the everyday. This in turn inspired the new identity for Crescent, representing the centre and the people who make it the destination it aims to be. Thus we created a sense of place that referenced the emotive bonds and attachments people develop with a particular location and environment.

Evolving the brand identity to conjure a connection between visitors and the destination, a brand was created that could excite and enrich visitors, whilst instilling a sense of professionalism and personality. A mark containing a crescent moon and star representing the people and culture of the Crescent was developed, paired with a professional yet personable sans serif typeface, bringing a modern edge to the brand. The colour scheme was reinvigorated and expanded upon, tying the history of the malls and creating unity between the brand and its environment and wayfinding.

From the outset the team were aware of developing a brand that could be utilised across collateral, while also staying true to their history and reputation. The design was created to provide maximum impact that would continue to evolve across digital, marketing collateral and communications, while bringing it to life through wayfinding and signage. The team worked closely with the chosen manufacturer Ascot to create directional signage that would transform the space, developing a cohesive and easy system to follow for all visitors. The system was designed to enhance UX ​and guide people through the physical environment and enhance their experience throughout. Continually utilising the brand to create high quality creative graphic design solutions.