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The City Of Firsts | Araneta City
Rebranding the iconic Philippine commercial landmark Araneta City, known for hosting “Thrilla in Manila.”
The campaign highlighted a “City of Firsts,” mixing nostalgia with new urban development.
The icon is modular. Its elements can be rearranged to represent the key landmarks of Araneta. At the centre of the icon is the Dome, reflecting its position as the defining and central landmark of the City.
Inspired by the letter "a" we developed a typeface to render all of the brand's messages all over city.
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