A planned shopping center needed a name and unique identity as part of a larger mixed-use development.
Marketing pieces were needed to secure potential tenants, and a website was needed to pull double-duty for leasing and community engagement. The shopping center’s logo and branding needed the flexibility to be used for future projects within the development.
With a nod to the legacy of the shopping center formerly located at that site (Belmont Hills), I suggested the new incarnation of the shopping center (an eclectic mix of restaurants and retailers) be called “The Shops at Belmont.”
Next steps included:
- Designing a logo system with the flexibility to expand to future projects at the site, like the Belmont Physicians Center
- Developing a fully responsive website for The Shops, functional on any device
- Launching a Facebook page for the shopping center and ran a targeted Facebook ad campaign to promote the grand opening event to the community
- Incorporating a Mailchimp newsletter signup on the website and Facebook page to capture the email addresses of future customers
The final identity became the foundation of all marketing collateral and conveyed the shopping center’s unique value to potential tenants. This contributed to The Shops at Belmont being 100% leased prior to completion of construction, generating over $7 million in signed leases.
The brand identity for The Shops at Belmont was used in all customers interactions (signage, Facebook and print advertising, website), providing a consistent, cohesive message and user experience. The brand identity expanded to the Belmont Physicians Center (opening Fall 2017) and will extend to future projects at the site.
The email signup generated 389 subscribers, with a 49.4% open rate for the mailing list. By engaging potential customers with opt-in email, targeted Facebook ad campaigns, and other paid advertising, grand opening event was well-attended by the surrounding community and local dignitaries.