Multi Corporation

Branding, Wayfinding

Air was brought in by asset managers Multi to refresh the branding and wayfinding at Allee, a leading retail and leisure destination in Hungary’s capital Budapest. We retained the brand equity by preserving the original Allee amoeba 'A' symbols and paired it with a lowercase logotype with stylised smiling e's. This emphasises the brand's playful and approachable personality whilst giving the logo a more distinctive look.

Ez az én alleem.

A new wayfinding and signage system was developed, incorporating timber accents to mirror the materials used in the interior design scheme. The internal mall signage was optimised to drive football to ‘Meet & Eat’, a dining offer, for which Air also developed the identity.