Downtown Powai
A New Classic
Transforming a vibrant township that redefines the future of urban living.
Brand Identity · Brand Guidelines · Website UI/UX · Illustrated Maps & Diagrams
INDUSTRYMixed-Use Development
AGENCYWordsearch
CLIENT Brookfield Properties
Brand identity, guidelines, UI/UX, and illustration for Downtown Powai — a portfolio of ten commercial properties within a 250-acre integrated township in Mumbai.
Ten distinct commercial buildings within one township — each needing to be leased individually under its own name — risked reading as disconnected pitches rather than a single address worth choosing.
The case for any single building is strongest when read as part of a self-contained live-work-play district, not standalone — proximity and completeness are the real product on offer, not the office floor itself.
A master brand system built on an arched logomark and a deep green identity, under the line "A New Classic", housing distinct sub-identities per building — ONE South Avenue in blush pink, Fairmont in soft mint — so each building reads individually while cohering to one township.
Campaign website and an app-based interactive masterplan map letting visitors explore precincts — One Central Avenue, One South Avenue, One Lake Avenue — and amenities directly.
A master brand system that let ten separate buildings lease under their own names — ONE South Avenue, Fairmont — while still reading as one township, carried from an interactive masterplan map and campaign website through to street signage and a tenant welcome kit.
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