The BIG brand was the first to bring the concept of open-air shopping centers (power centers) to Israel. The company has developed and grown significantly in recent years, in particular through new shopping centers that include Big Fashion centers. BIG's new brand-advertising language is based on the essence of the new brand ‘everything big’, which stems from the group's agenda: to give the Israeli public the greatest value through a good shopping experience that meets all their needs. In addition, the new design language creates a clean, simple and distinct look for the brand.
The new advertising language includes: a verbal language based on the brand name, large headings, a recognizable main color, a simple and clean photographic and illustrative language, a special derivative for fashion advertisements (BIG Fashion) and another derivative for ads intended for children's activities.