SEATTLE -- Nov. 6, 2007 -- Kendall Ross, a strategic brand development and design firm based in Seattle, recently completed work with two regional retail centers in Washington that included identity, environmental graphics and branding programs. Mill Creek Town Center in Mill Creek, Washington hired Kendall Ross after a nationwide review of agencies to assist in building a stronger brand identity for the lifestyle retail center. Kendall Ross also just completed work for Snohomish Station, a new 450,000 sq. ft. retail center being developed on the outskirts of the city of Snohomish, Washington. Both projects will launch early next year.

"Essentially, they were both searching an authentic more unified and stronger sense of 'self'," said David Kendall, principal and creative director at Seattle-based Kendall Ross.   "Although each project was different in many ways, they both faced similar challenges."

Both projects involved developing strong positioning strategies and then creating appropriate brand identities that helped convey each center's unique characteristics and attributes. Developed over three years ago, Mill Creek Town Center was struggling with an ineffective identity and a lack of awareness in an increasingly competitive market area. Snohomish Station, on the other hand, was a brand new center that needed to firmly establish itself as the place to be. Both recognized the value of establishing a strong brand identity in building not only awareness, but preference over other retail destinations.

"Kendall Ross worked very hard with the board and the merchant group to build consensus and guide us through the entire branding process," said Diane Kennedy, president of the Mill Creek Town Center Business Associations. "Their advice and guidance helped bring consensus to a very diverse board and, ultimately, gave us an amazing new identity."

Nestled among nature trails and creeks in the surrounding golf course community of Mill Creek, Washington, Mill Creek Town features over 70 stores, retail boutiques, anchor stores, restaurants, and services in an outdoor setting. As its "Agency of Record," Kendall Ross created a comprehensive identity, tagline system and branding strategy for the retail center.

With Snohomish Station, Kendall Ross sought to leverage the romance and nostalgia of the area's early railroad history to create a sense of authenticity and "place" for the new development. It was also important to convey the upscale retail village component that was part of the development that also featured several big stores.

"Snohomish Station is the first of its kind in the northwest: a big-box retail center with soul!," said Dan Eernissee, project manager of Wakefield Properties, LLC. "Thanks to the work done by the team at Kendall Ross, even a glance in our direction will communicate that Snohomish Station is extraordinary."

To learn more about this project, or any of our featured work, contact our client development team via email or call +1 206.262.0540.