Samasta

Scope

Naming
Brand Identity
Brand Guideline
Environmental Design

A destination is more than a collection of shops and restaurants. Its identity needs to create a sense of place, something people can recognize, remember and ultimately feel connected to.

Samasta is an outdoor lifestyle mall in Jimbaran, Bali, developed by Summarecon. JED Creative was commissioned to develop the brand from the ground up, from its name and identity to its environmental and signage system.

The name Samasta, derived from Sanskrit, means all, together or whole. This idea became the foundation for the brand: a place where different people, experiences and businesses come together as one destination.

We developed a visual identity that reflects this sense of connection while remaining contemporary and distinctly suited to Bali. The system was designed to feel welcoming and energetic by day, while translating naturally into the atmosphere of the destination after dark.

The identity was then extended into the physical environment through signage, wayfinding and other architectural applications. Rather than treating these elements as separate pieces of communication, we designed them as an integrated part of the visitor experience.

The result is a brand that works at multiple scales, from a name and symbol to the signs that help people find their way, creating a cohesive identity for a destination designed around people coming together.