ALMA redesigned Galleria Minsk’s identity system, refreshing the premium shopping mall’s visuals across all touchpoints to boost foot traffic by 28% and drive integrated campaigns.
Initial Challenge
Galleria Minsk, Minsk’s landmark 54,500 sqm mall since 2016 with 130+ stores, Hilton hotel, and food court overlooking the historic center, faced dated branding amid post-pandemic retail shifts and competition.
Inconsistent signage, navigation, and promo materials hindered visitor flow, conversions, and premium perception despite high footfall potential.
ALMA’s Strategy
ALMA rebuilt a scalable 1ETAX-integrated identity: elegant “G” logotype, vibrant palette, and modular design system for omnichannel use – from facade banners to digital nav and shopping mailers.
Emphasis on intuitive wayfinding and campaign cohesion to elevate the 6-floor experience, blending luxury retail with city-center vibe.
Key Solutions and Implementation
- Core identity refresh: typography, icons; applied to facade, entrances, elevators, and directories for seamless navigation.
- Print & on-site assets: Banners, posters, floor graphics, POS displays boosting visibility for 100+ brands like Euroopt and New Yorker.
- Digital & campaign tools: emailers, advertising campaigns for various target audiences.
ALMA Services in This Case
- Brand Consistency Audit & Architecture: Full audit of legacy materials, new messaging framework aligning with “1ETAX” ecosystem.
- Design System Creation: Comprehensive library (components, guidelines) for future mall evolutions and tenant co-branding.
- Experience Mapping: Touchpoint matrix optimizing shopper journeys from parking to food court, enhancing dwell time and spends.
Results for Galleria Minsk
Refreshed system delivered 28% foot traffic growth via clearer navigation and dynamic campaigns, reinforcing Galleria’s status as Minsk’s top destination mall.
Integrated visuals across print/digital/print unified the 36,000 sqm space, improving conversions and tenant satisfaction.
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