Art Director
Tilaa olla sinä / Itis
A brand renewal and a new visual identity for Itis shopping center.
The visual identity was heavily inspired by the brand promise of Itis: Room to be you. We wanted to show that Itis is diverse, genuine and welcoming for all people. We also wanted the visuality to reflect that Itis is urban, bold and even a little rough around the edges.
The logotype letter shapes are inspired by the heritage of the old Itäkeskus logo. The wide letter spacing breathes life into our promise “Room to be you” with empty space to fill with any stories.
The brand images were shot by Maija Astikainen using real itis clients. We aimed for geinuine snapshots and surprising moments from the everyday life of itis customers.
