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Hidden Plaza

Otis College of Art & Design / Fall 2018
From Identity & Systems


Hidden Plaza is an imagined mall that stores senses, moments, and relics that have faded away in Los Angeles. The mall’s brand identity embodies cheesy nostalgia, inspired by mall culture in the 90s.

The identity is fluid and dynamic. The black shapes resemble the shininess within malls (fountains, marble floors, shop windows, etc.) The yellow shapes draw customers in, and point them in the right direction. We don’t want anyone to get lost, like so many wonderful parts of L.A.









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