SEATTLE - December 8, 2004 - Following an extensive competitive audit of regional shopping centers, Kendall Ross, a strategic brand development and design firm based in Seattle, went to work on a new brand positioning program for Bellevue Square, considered one of the premier shopping destinations in the Northwest and one of the best shopping centers in the nation.
The resulting new "Be." strategic platform is being implemented as a comprehensive retail strategy and brand messaging system across all of Bellevue Square's advertising, environmental signage, collateral materials, transit graphics, direct-mail, radio and trade show exhibit materials. The latest component of the program is the new holiday issue of Bellevue Square's "Be." catalogue.
"Our challenge was to integrate all of the marketing components into a focused and concise brand message," said David Kendall, principal and creative director at Kendall Ross. "Our goal was to tell the brand's story in a new and insightful way. We wanted to create intrigue and dialogue between the brand and its audience."
Kendall Ross and Bellevue Square have been working together for many years. During the extensive competitive audit of regional shopping centers, Kendall Ross examined not only the competition, but perhaps most importantly, the emotional appeal of Bellevue's existing brand personality.
"We have been very pleased with the new positioning and how it has been executed throughout our marketing vehicles. This process and resulting creative has helped us to better understand and communicate with our core customers about the emotional aspects of shopping" adds Jennifer Leavitt, Vice President-Marketing at Bellevue Square.
The "Be" strategic platform focused the different aspirations of the broad target demographic, namely female shoppers, into one common theme by articulating life, desire and comfort. The strategic platform of "Be." enabled Bellevue Square to reflect their engaging brand personality across three key ideas: shared emotion, ease of recognition, and a distinct evolution for future development.
The Kendall Ross design team first developed a brand vocabulary consisting of seasonally trendy colors, fashion forward photography and evocative copy to clearly set Bellevue Square apart from the competition. In addition to creating a fresh, informative and engaging campaign, the program has resulted in pushing demand and inquiries for featured stores and products to record highs, further elevating Bellevue Square's position as the premier shopping destination.
"Enhancing the spirit of the brand and capturing the shopping experience was at the forefront of our minds during the creative process," added Tim Ross, principal at Kendall Ross. "To accomplish our goals, we embraced not only what Bellevue Square is today, but also what it aspires to be in the future."
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