Retail Wayfinding That Boosts Brand Impact

Parnu Keskus Shopping Centre - Estonia

What success did we aim to create?

Our goal was to elevate Parnu Keskus’ retail brand presence through improved signage, intuitive wayfinding, and a cohesive brand application across the shopping centre. We aimed to create a stronger brand personality, enhance customer navigation, and support increased footfall through smarter design.

How did we create the success?

We approached this project strategically, aligning spatial design with brand storytelling and customer behaviour.

We partnered closely with the shopping centre’s owners and local teams in Estonia to:

Audit the existing site layout and identify navigational pain points
Develop a signage and wayfinding system tailored to customer flow
Introduce bold, high-visibility brand graphics to improve recognition and retail marketing impact
Apply consistent brand identity throughout touchpoints, enhancing the holistic brand experience

Our design thinking prioritised clear circulation paths, intuitive signage hierarchy, and a distinct visual language to reflect the centre’s positioning within the local retail landscape.

What were the results?

The updated signage and wayfinding system significantly improved customer navigation and elevated brand clarity within the space. Visitors spent more time in-store, and the enhanced brand experience led to positive feedback from both tenants and shoppers.