Lagoona Mall

Creating a compelling mall brand
Lagoona Mall - Branding Agency

About This Project

Situated in West Bay within easy reach of Lusail City, Qatar’s ‘Future City’, the initial assignment was strategic in nature; naming and positioning a new 127,000 square metre lifestyle shopping centre with 53,000 square metres of retail space. A strategic positioning platform & detailed communications programme was required to engage prospective high value retail tenants as well as build and develop brand awareness from the ground up.

Creating a compelling mall brand


Air, water and light inspired both the strategy and design for a brand that is inspired by the celebration of life meeting retail.

Lagoona Mall was born with James Branding responsible for creating, brand proposition, identity and initial communications.

After name generation the first task was to design a visual identity to drive the development in early construction phases and beyond. An identity to convey the brand’s personality in Arabic and English reflecting harmony and the seamless fusion of nature and retail was created.

Executed within the double OO rings of the Lagoona word mark, the turquoise marine tones express the life and contemporary nature of the brand, creating a contemporary symbolized word mark underpinned with the strap line ‘Elements of Life’.

Creative Solution

A high end luxury design to emphasize the elements of life, air, water, earth and light placing the essence of Lagoona at the heart of aspirational and emotionally  driven communications.

Brand Imagery

Since launching the brand, James Branding has worked on several photo shoot led ad campaigns for Lagoona Mall. From developing creative story boards to selecting models, James Branding has meticulously art directed photo shoots that reflect the many  experiences – fashion, dining, entertainment – Lagoona Mall offers.

Project Summary

Brand Naming

Brand Strategy


Brand Identity

Corporate Communications Suite


Corporate Brochure

Visual Tone of Voice

Brand Guidelines

Brand Book

Brand Imagery

Interactive Development