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With the proliferation of shopping complexes in the market, Starhill sought to differentiate themselves and stand out above the rest. Their goal was to reposition the complex as a landmark destination for a luxurious lifestyle. In 2004, Ova collaborated in the rebranding exercise which straddled two phases. After extensive research on renowned international shopping centre brands, a strategy that focused on high-end appeal in ambience and tenant mix was established. Starhill was also given a more dynamic visual treatment along with a new logo to reflect the new experience.