Brand Launch Campaign
Creating a sense of place from an idea and a vision.
Out of four square blocks of desert land, Glimcher Properties set out to build one of their first signature shopping districts in the Southwest. They had a clear vision of what it would become – a hip, lively and eclectic center of activity. But that vision would take years to become reality. The first phase would give only a hint of what was to come.
What we did:
- Creative Strategy
- Creative Direction
- Project: Grand opening campaign, email marketing, print ads
- Marketing Team: Redline Creative; Park&Co
Our goal was to start building a vibe before there was one. And start building a brand by setting the tone and vision that would build buzz for its opening.
The competition among shopping centers in Phoenix and Scottsdale, like the heat in the summer, is fierce. And with the rise of mixed-use residential communities in the area, we had to show how Scottsdale Quarter would be different.
Instead of using lifestyle shots that would mimic a sense of place, we let people imagine this outdoor center for themselves.The launch campaign for the initial phase focused on the promise of an urban oasis in the heart of the desert.
We set out to create an iconic sense of place like the well-known urban centers of SOHO and Rodeo drive. Out of this positioning, we created the idea of The Quarter, a district with shopping, entertainment, and restaurants.
We commissioned illustrator Michael Schwab to illustrate this concept with a timeless appeal.
Living up to its promise, The Quarter is ranked among the top places to visit in Scottsdale.
#26 of 123 things to do in Scottsdale– Tripadvisor