| Country Club Plaza
2011 REBRAND 100 > notable Enterprise Rebrand Country Base: USA Industry/Sector: Retail Stores, Real Estate, Property Development Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Despite its history and reputation as the country’s first outdoor shopping district, the Country Club Plaza in Kansas City, Missouri is competing with a growing number of area shopping destinations, each offering more convenient highway access and an element of newness which The Country Club Plaza, cannot match. Challenge Research determined that audiences who live and work within a 5-mile radius of the Plaza had significantly decreased their frequency of visits. Recent marketing efforts attempted to make The Plaza more relevant by making an acronym of its initials (CCP), which actually caused confusion and eroded its brand equity. Strategy We needed to remind audiences that every visit to the Plaza is special – aimed at shifting our audience’s focus from individual offerings to The Plaza as a whole. To accomplish this, we concentrated on restoring the Plaza’s stature as an historic center of activity. The focal point of the new iconography is a stylized illustration of some of the Plaza’s distinctive Spanish-inspired architecture and towers. Verbally, all identity materials restore the full name of the Country Club Plaza, instead of the acronym. The flexible theme line allows us to capture the Plaza’s overall romance and excitement: “15 blocks. Endless Possibilities.” Result The rebrand achieved instant and universal popularity among Plaza merchants, and has proven to have the flexibility to work in all mediums, including Plaza street banners, outdoor boards, print ads, Facebook page, and new Customer Service Center, where audiences now purchase branded apparel and other merchandise. Credits: Client: Country Club Plaza Brand Strategists/Designers: The Collaboration - www.the-collaboration.com Principal: Jon Simonsen Principal: David Marks Print Manager: Brohan Surma Junior Designer and Assistant Print Manager: Claire Cork Photographer: Ron Berg Photography - www.ronbergphoto.com [back] |
