The Bellevue Collection
Branding a retail destination
Kemper Development Company, developer of Bellevue Square, Bellevue Place and Lincoln Square, had a challenge — brand three major retail centers, a multitude of dining options, a luxury residential tower and two hotel destinations all under a single destination idea. Combined, the three properties with over 250 retailers, 18 restaurants, a 16 screen cinema and two luxury hotels all residing within a six-block area. The name and brand solution, The Bellevue Collection, unifies the upscale offerings as a retail, dining and entertainment destination. The resulting launch campaign enhances the spirit of each individual property while capturing the unique shopping, dining and entertainment experience that each represents.
Building A Brand System
The name and brand needed to do more than just tell a story, it needed to visually bring together the destination. The brand identity for The Bellevue Collection serves as the unique representation of all that encompasses the three distinct properties. The new system uses a circular identity to evoke the idea of a complete destination while each organic shape inside convey growth as well as each individual property. In addition, the color palette and typography enhance each individual properties own unique look and feel.
Defining Each Property
The new brand identity had to work seamlessly within each individual property as well as stand for the entire collection of shopping, dining and entertainment. Since each property had existing brand equities of their own, the new name and brand needed to build upon the success of the entire area while still communicating that there was a variety of experiences within the collection.
Signage and Wayfinding
With over 4,000,000 square feet of residential, retail, dining and entertainment to explore it was critical that the new system help people understand the overall offering as well as navigate from property to property. This navigation included crossing several skybridges and shopping in three separate properties. To help orient and define the entire area, a user friendly, 3-dimensional mapping system was developed. The plan helped visually translate the location and proximity of each offering along with giving the customer a sense of scale for the entire destination.
Launching the Brand
Using the tagline, “the center of it all” a program of print advertising, radio, and direct mail announced the new retail destination. In addition, a launch magazine, loyalty, VIP and other promotional programs helped build awareness of all that makes The Bellevue Collection a unique, upscale retail destination.
