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SM Supermalls and SM Hypermarket
From selling shoes out of the back of a van to becoming Philippine’s “Retail King,” Henry Sy started SM Prime Holdings—now one of the largest property developers in Southeast Asia.
Family members approached Shook Kelley with the challenge of studying the SM Supermalls brand and identifying a competitive point of differentiation within the growing number of competitors all vying for a share of the Filipino “malling” culture.
Shook Kelley conducted a deep dive into the company’s history, the Sy family’s values and Filipino culture in order to develop a meaningful and relevant brand strategy for the Supermalls brand.
SM Supermalls needed a competitive point of differentiation within the Filipino “malling” culture.
An internal brand manual was developed to share the brand tenets and to remind the organization of SM’s greater cause and purpose.
Upon conclusion of the SM Supermalls brand work, SM Hypermarkets approached Shook Kelley with the assignment of developing a new Environmental Graphic Design package for its Mall of Asia location.
Family members approached Shook Kelley with the challenge of studying the SM Supermalls brand and identifying a competitive point of differentiation within the growing number of competitors all vying for a share of the Filipino “malling” culture.
Shook Kelley conducted a deep dive into the company’s history, the Sy family’s values and Filipino culture in order to develop a meaningful and relevant brand strategy for the Supermalls brand.
SM Supermalls needed a competitive point of differentiation within the Filipino “malling” culture.
An internal brand manual was developed to share the brand tenets and to remind the organization of SM’s greater cause and purpose.
Upon conclusion of the SM Supermalls brand work, SM Hypermarkets approached Shook Kelley with the assignment of developing a new Environmental Graphic Design package for its Mall of Asia location.