SM Forum
Client
SM Supermalls
Sector
Experience & Lifestyle
Year
2018
Services
Visual Identity
About the Brand
Located in Xiamen, China, SM Forum is a new cultural hotspot where people come together to connect, experience art and culture, and discover new ideas.
The Challenge
The goal was to position SM Forum as more than just a shopping destination - it’s a vibrant, energetic space where young people gather to have fun and feel inspired. It stands as a hub of creativity, modern living, and community.
Our Approach
The visual identity captures SM Forum’s vibrant energy through a flexible, pixel-inspired design system that brings together technology, art, and human connection. The geometric shapes and bright color accents represent diversity, movement, and the ever-changing rhythm of the city.
Strong black elements convey a sense of confidence and modernity, while bold splashes of color add energy, fun, and personality - reflecting SM Forum’s unique mix of culture, design, and technology.
The typography, built on a futuristic grid, bridges digital and human creativity, blending the virtual and real worlds seamlessly.
The Result
Together, these design elements create a brand that feels bold, modern, and deeply connected to culture. Our goal was to capture a sense of community and joy - a visual identity that invites people not just to shop or dine, but to come together, share experiences, and imagine what’s next.
About Mindful Brand
Mindful Brand is a brand-led business consultancy that helps B2C female founders grow towards £1M+ through strategy, emotional branding, and design.