Brandient designed the identity for the largest real estate project in South-Eastern Europe, Palas Iasi, “City within a city”. The opening event also meant a record, with 12,740 lanterns branded with Palas Iasi logo flew over the city center, certified by The Guinness World Record for the largest number of simultaneously-launched sky lanterns.
Palas Iasi is the largest real estate complex in Southeastern Europe and meant investments of Euro 260M. The project was developed by Iulius Group, Romanian largest mall operator and developer. It includes residential and commercial buildings, business spaces and different entertainment destinations.
Brandient was commissioned to conceive the brand strategy for Palas and to create the visual identities for Palas Iasi, Palas Mall and United Business Centre (case study).
After 2008, the deflated real estate boom was not a fertile ground for visionary branding. In spite of this, the uniquely grand Palas Iasi project set itself to change Iasi into a destination brand for Europeans.
Managing Partner Brandient
The visual identity of Palas Iasi reflects the project’s sophisticated nature, using contemporary design accents. The new logo and its manifestations are meant to create a modern, European brand able to provide visitors, city inhabitants and employees with inspiration, happiness and optimism.
The three Class A buildings of the business center were unveiled in 2010, with Brandient recommending the name United Business Center for the group and created the brand’s visual identity and the brand applications. The need for a compelling visibility of the Palas Mall sub-brand generated a separate identity for the retail giant, built around an inviting visual symbol accountable for elegance and enforcing a high class status.
Being the largest real estate project in South-Eastern Europe, Palas is a very special project for Brandient. We developed the brand system methodically, using an overarching brand idea that we applied to all verbal and visual identities across the branded architecture.
Cristian Kit Paul
Creative Director Brandient
Brandient is a brand strategy and design company with offices in Bucharest and Singapore.