The Rail Mall

The Rail Mall’s location, identity and branding are rooted in rich heritage, and we were delighted to work on their new website redesign.

The brand new website design reflects the mall’s location, leaning into its long legacy and reinforcing its history. Drawing from the site’s rustic charm and natural surroundings, the retail strip’s digital visual identity embraced warmth and whimsy through floral design illustrations and realistic foliage, evoking a sense of nostalgia through nature.

Every detail was intentional, serving as a callback to the Rail Mall’s character: grounded, distinct, and deeply tied to its environment.

Because of The Rail Mall’s proximity to nature and Singapore’s historical landmarks along The Rail Corridor, we chose earth tones to anchor the color palette with clean, organic typography that balanced vintage style with modernity.

The new website UI/UX design deliberately feels smoother, with each section of the site highlighting a specific offering of The Rail Mall and inviting visitors to experience its unique and natural charm.

Designed with retail visitors in mind, in addition to the home page, which introduces The Rail Mall, the website includes a store directory listing, on-site events and happenings, seasonal dining and shopping offers, and directions to the location. Its natural content flow and nature-themed design leaves a lasting impression, enticing the reader to visit in-person after closing the website.