Focusing on Terminal M’s USP, Coal developed the leisure mall’s brand identity, personality and strategy, creating a brand to reach and engage the target demographic groups. By creating differentiation for Terminal M as a leisure and entertainment concept never before seen in the country, we captured a new audience and bolstered Terminal M’s market presence. Branding Terminal M’s environment – from the broader visual appeal to the nitty-gritty wayfinding signage – was essential as part of how we accessed the market. Combined with brand-focused advertising and marketing, Terminal M became a brand that truly resonated with the market.