Wilmorite Greece Ridge Campaign
Embrace sneaker culture to reposition 1.3M square feet of retail space.
From
A tired mall.
To
The destination to shop, dine, and play in The 585.
By
Appealing to the Gen Z and Hypebeast mindset.
- Brand Strategy
- Campaign Development
- Broadcast & Online Video Production
- Radio Production
- On-Premise Signage
- Social Content Creation
- Out-of-Home
Embrace sneaker culture and the Gen Z mindset to reposition 1.3 million square feet of retail space.
There’s a resurgence of retail and hospitality vitality happening at the fifth largest mall in the country, and more of the region’s young people need to know about it. Wilmorite hired us to develop a distinctive, new brand tone that would attract younger shoppers, diners, and entertainment seekers to The Mall at Greece Ridge.
We created broadcast work that feels more like a music video than a commercial to meet our Gen Z audience where they are. We simplified the existing name and branding to drop the tired “mall” moniker. And a design system of assets was devised to feel like native content already a part of their social feeds and online lives.
