Last week, two of Malta’s leading creative agencies almost simultaneously took credit for the branding of Paceville’s mega-development Mercury Towers. 

JPA and Bloom took to social media to celebrate the work each firm carried out for the branding of the tower, which is one of the last designed by iconic late architect Zaha Hadid.

In a bid to understand the contribution of each agency, WhosWho.mt reached out to both firms.

JPA was the earlier agency to get involved. 

“We were approached by the developers at the end of 2016 and kickstarted the project in early 2017,” explained Owner and CEO Steve Cassar.

“Over the following two years we were engaged to develop the logo, brand identity and brand elements for the project.

“We also developed ad hoc marketing collateral and corporate items for the early phases of the development as required by the developers at the time,” he reflected.

This brand identity is still visible in the company’s mark, with the balance of sharp lines and fluid “trademark” curves inspired by early architects’ sketches of the project, said Mr Cassar.

This was where Bloom came in. In 2019, Vanessa Colerio – Brand Consultant was charged with creating a new aesthetic translating to a new strategy put together for the project by Mercury Towers’ own marketing team and consultants, recounted Bloom Creative Director and Co-Founder Neil Martin.

Ms Colerio joined with Bloom and its sister-company Bison Studio to shape the aesthetic of “all” brand collateral representing the new Mercury Tower brand.

As construction on the tower progressed and the project entered its "sales orientated phase," the work previously carried out by JPA was phased out, according to Mr Martin, leaving Bloom to construct a new aesthetic.

"A new strategy was put in place to better represent the marketing approach for the Mercury Towers brand, and this was effectively executed across a variety of media over the past months," he said.

This was acknowledged by Mr Cassar, while pointing out that his firm’s contribution is still “at the heart” of the new image, said this brand is now “being developed by third party agencies."

Regardless of who contributed the lion's share of the work, the agencies were pleased to have had the opportunity to contribute to such a prominent project.

“Bloom and Bison are honoured to have worked with Mercury Towers and Zaha Hadid Architects through Vanessa Coleiro - Brand Consultant on this project and are proud of the results achieved by the work produced,” commented Mr Martin.