From Vision to Experience: The Making of M Avenue
M Avenue
Client
M Avenue
Industry
Real estate
Hospitality
Tags
Brand identity
Print Collateral
Large-Format Visuals
Social Media
Website Design
Promotional Video
Skills
Adobe Creative Suite
Figma
Midjourney / Flux
Located in the heart of Marrakech, M Avenue is more than just a shopping destination, it’s an open-air lifestyle boulevard where culture, gastronomy, innovation, and retail converge.
With over 100 premium brands, 20 diverse restaurants, the CR7 hotel, an art studio, a digital school, a wellness clinic, and a cultural center, M Avenue redefines the city’s contemporary identity, vibrant, dynamic, and future-facing.
■ Brand Identity Design
As Art Director, I shaped a brand identity that is playful, inclusive, and full of motion. The vibrant color code became the cornerstone of the system, a way to organize, differentiate, and celebrate the rich mix of activities found at M Avenue. I paired these colors with a rounded visual language, inspired by organic shapes and floating spheres, to express the feeling of movement and discovery throughout the mall.
■ Print Collateral
The colorful identity was extended into all printed materials, from T-shirt to orientation maps, and event badges. Each piece was infused with the same joyful visual cues: bold, thematic color accents based on activity types, and soft, rounded shapes to guide the eye and keep the tone approachable, elegant, and dynamic.
■ Large-Format Visuals
To bring the identity to life on-site, I designed a system of large-scale visuals and signage. The challenge was to balance clarity and style, helping visitors find their way while also enhancing the immersive feel of the space. These elements became part of the visual rhythm of the avenue itself.
■ Social Media
I directed the creative vision for social media by adapting this colorful and vibrant identity to a digital context. Each post, story, and campaign followed the same logic of color-coded categories, helping audiences quickly connect with the various experiences.
■ Website Design
The website design followed the same philosophy: intuitive navigation shaped by colorful, Each experience category was assigned a dedicated tone, making it easier for users to explore what M Avenue offers. The overall user journey was designed to be fluid and engaging, echoing the lively pace of the avenue itself.
■ Promotional Video
To translate the spirit of M Avenue into motion, I directed a short promotional film. The idea was to capture the essence of the place & Marrakech through a mix of real-life moments and emotional visuals.
■ Result
The result is a bold, vibrant, and emotionally engaging identity that captures the essence of M Avenue: a place where something is always happening, where every step leads to a new discovery. The color-coded language and floating shapes unified the experience across print, digital, and physical space, making the brand instantly recognizable and memorable.
