«Самое место быть собой»: как мы обновили имидж ТРЦ Июнь без ребрендинга и заложили фундамент для долгосрочной рекламной кампании

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Client

IYUN Shopping Mall is a major shopping and entertainment centre in Mytishchi, Moscow Region. The total area of the complex is over 68,000 m². The centre targets an active family audience and offers a wide range of shopping, leisure, and urban initiatives.

In recent years, IYUN has aspired to become not just a retail destination, but a cultural hub for the city.

Challenge

The client wanted to refresh the centre’s visual language and positioning without undertaking a full rebrand. The key objectives set by the IYUN team were:

Make the brand more contemporary and stylish
Strengthen IYUN’s position as the leading shopping centre in Mytishchi
Increase brand recognition among new audience segments
Develop a creative concept that is easily scalable across various channels and can serve as the foundation for future advertising campaigns

Solution

We developed a universal platform and communication concept: 'The Perfect Place to Be Yourself'.

This is not just a tagline, but an emotional foundation that reflects the brand’s essence: IYUN is a place where everyone feels free, safe, and truly themselves.
The concept creates a flexible framework for all marketing and event activities and is easily adaptable to different formats, from offline to digital.

Execution

Context, Requirements & Market Analysis

Step 1

Upon receiving the client’s brief, we first analysed the target audience, IYUN’s competitors, conducted a communications audit, and gathered feedback from the client’s team. It was crucial to understand the current perception of the shopping centre and define its desired future state.
Positioning Formulation

Step 2

We proposed the platform 'The Perfect Place to Be Yourself', which captures both the brand’s warm character and its aspiration for self-expression.
Visual System Development

Step 3
- A new style with modular logic, accent typography, and an expressive colour palette
- Flexible solutions that are easily adapted for outdoor advertising, digital channels, and event projects
Key Visual Creation for the First Collaboration

Step 4

We developed the key visual for IYUN Shopping Centre, who proposed a collaboration with artist Vitya Povezlo, creator of the 'Flower Cat' art object. Our task was to visually merge the centre's refreshed style with the artist's signature aesthetic (kindness, cosiness, and freedom).

A naive artist from Nizhny Tagil. The artist works with memes and jokes, blending the aesthetics of naive art with fun and quirky imagery.

Vitya Povezlo

Artist

Brand Guide Preparation

Step 5

We compiled visual and verbal communication guidelines, including tone of voice, text styling, and principles of visual presentation.
Launch Support

Step 6

We prepared layouts for outdoor advertising, social media, and digital signage.

"In a world of 'fast-changing everything', a seasonal creative concept instead of a full mall rebrand is an excellent way to test your audience, see how they react to changes, and perhaps even surprise and energise them a little."
"Of course, this approach doesn’t replace full-scale branding — any creative work needs a solid foundation to keep the flood of ideas aligned with business objectives."

Viktoriia Lymar

Director of Branding and Design, Sichkar Group

Results

IYUN Shopping Mall gained a relevant positioning that meets the expectations of modern city dwellers
The visual system is being actively implemented across the mall’s internal and external communications
The concept became a platform for the event programme: art installations have been launched, the first of which was a collaboration with Vitya Povezlo
The shopping centre entered a new phase of image development without the cost of a full rebrand

Project Team:

IYUN Shopping Center

Client
Ekaterina Sichkar

Founder of the creative agency SICHKAR GROUP
Valeria Kuzma

CEO
Viktoria Lymar

Head of Branding & Design
Arina Schukina

Creativity and strategy
Ivan Makarov

Creator-copywriter
Владислава Шувалова

Producer of branding and design projects
Anastasia Prokuratova

Designer
Ekaterina Filippova

Designer
Anton Kiriyaziev

Designer

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