Helping a major downtown district overcome a challenging past with community focused branding.
Rebrand a Failed Retail District
Instilled Pride in the Local Community
Created an Art Destination
Mosaic is a residential and commercial destination billed as a unification of the local and the likeminded.
This project will serve the people of Long Beach as a bold, new vision of historic downtown. A place to do it all: dine, unwind, shop, work, collaborate and play
Challenge
A new group of owners purchased the former City Place Shopping Center in Downtown Long Beach which has historically been a failed retail location. This area has seen difficulties with safety and crime as vacancies continued to increase. The new ownership group needed to change the landscape of the project and develop a new brand that would energize the local community.
Solution
Collaborate with local community leaders, notable tenants, security guards and stakeholders to develop a new identity for the district and messaging that would inspire the local community for what is to come. The new verbal and visual branding elements, including the name, would instill a sense of pride in the community and ultimately allow for a long-term solution.
The Impact
Mosaic has been well received by the community and tenants which has had a positive impact on Downtown Long Beach. The new branding was immediately added to the project from window signage to banners to street graphics and more. Mosaic has attracted new tenants and continues to hold weekly events that bring the community together.
Services Provided
Brand Positioning
Naming
Messaging / Voice
Storytelling
Copywriting
Creative Direction
Identity / Logo
Toolkits / Guidelines
Brand Collateral
Website Design & Development
Social Media
Photo / Video
