The Marina: 'Debranding' project for Kuwait mall utilises vibrant colours and shapes

London-based designer Tony Wilks has been creating and building brands for over 20 years. Specialising in design, he has worked globally, with the likes of Adidas, Natwest, Google and Vodafone. He loves to champion new creative talent and can often be found donating his time to community-driven projects.

Speaking of his most recent project, Wilks explains: "Set along Kuwait’s pristine coastline, The Marina is a major development in one of the city’s main shopping districts. Anchored by an upscale mall, the complex includes a pedestrian seaside strip lined with cafés and restaurants, walking paths and three additional retail centres.

"The project developer, United Real Estate Co., sought to rebrand the development and find a system that connects to the master brand but clearly ties the relevant districts within the site holistically.

"Gensler created distinct, brightly coloured abstract symbols for each component, which also work together to reinforce the whole, and applied them across a range of communication platforms including signage, maps and marketing collateral.

"With the notion of ‘debranding’, Gensler developed a symbol for the resort – a representation of what the place stood for – using a simple ambit of colour and shapes. These shapes are represented in each district to communicate the scale of the resort, creating a more fluid and immersive visitor experience."

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