Zelenopark is a large shopping center in Zelenograd, Moscow Region. It’s more than just a shopping location — it’s a vibrant space that brings together fashion, technology, food, lifestyle, and leisure.

Before the rebranding, Zelenopark was a mall with ambition but lacked a clear strategy. Local residents often preferred going to Moscow for shopping, while the mall itself lacked a distinctive brand or philosophy.

The client approached Sichkar Group with an ambitious goal — to completely change how people perceive the mall. Zelenopark wanted to become more than a place to shop; it aimed to become a destination, a place you’d want to return to again and again.

The core issue was that locals didn’t see Zelenopark as anything special — just another mall. People were traveling to Moscow even though a modern complex was right next door.

Our challenge was to:

• Completely rethink the brand’s positioning, moving away from the generic "just a shopping mall" image
• Bring the brand emotionally closer to its audience, so that people would see it as "theirs"
• Create a flexible visual system that would work equally well on signage, social media, and events

The timeline was tight — just four months from strategy development to full rebranding. We also had to consider the interests of over a dozen tenants and work within a limited budget.

We began with in-depth research: interviewing two dozen visitors, analyzing seven competitors, and holding several strategic sessions.

We relaunched the brand with a new positioning: "Trend Center" - a place not just following trends but setting them. A platform for fashion, creativity, and urban culture.
Slogan: "Setting trends. Creating moments."

The visual identity is built around flexibility and expressiveness. The logo adapts. The color palette shifts depending on context. And the tone of voice speaks the audience’s language.