Key Challenge
Shop ‘til you drop. Americans love to shop and the mall has long been the mainstay of the retail experience. But while the mall has evolved, some people still associate it with the big hair and blue eye shadow of the 70’s and 80’s. Lynnwood, Washington, located at the convergence of the major thoroughfares of the greater Seattle area, is primarily associated with the well-known Alderwood Mall. Forward-thinking community leaders sought out a brand for this commercial Mecca that recognized the city’s assets without getting boxed in by big box retail.
Critical Insight
Research found that Lynnwood is a marketplace. But in a broader sense of the word. The community’s ideal location at the crossroads of two major interstates brings an influx of people from Canada and beyond. Clearly Lynnwood also is convenient and business friendly. But Lynnwood is more than just a commercial center, it is a marketplace of social and intellectual activity thanks to public gathering places and parks, unique restaurants, strong educational opportunities (including a topnotch community college) and cultural diversity.
Brand Strategy
According to Don McEachern, North Star CEO, “It was a matter of reframing and updating the conversation in a way that allows Lynnwood to leverage its greatest asset while at the same time broadening people’s perspectives on all the community has to offer. The brand makes it okay – even fun – for people to embrace a city that has grown up around a really great mall.”
North Star recommended targeting people who prize accessibility, positioning Lynnwood as a marketplace of ideas, commerce and social activity that is open to everyone.
The brand’s creative identity is anchored by the line “A Great Deal More”. The colorful, geometrically inspired logo is both a modern representation of a mall and a convergence or crossroads. Ads promote other community assets in the context of its strong retail strengths with headlines like “Think Outside the Bag” or “Economic Vitality, It’s in the Bag”. Integrated, design-focused marketing materials increase the impact, appeal and professionalism of communications.
Initial Concept
One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more! (Note: The “initial concept” is North Star’s recommendation. As our client’s brand implementation progresses we will provide their “evolution of the idea”!)
Brand Action
Bringing a two-dimensional city brand to life in a three-dimensional community
takes a strong brand action plan. Following are a sampling of action ideas from
the hundreds developed specifically for Lynnwood. All were designed to
help them wear their city brand like a second skin.
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Help realtors benefit from the brand - Partner with local realtors to connect buyers with dream homes. On websites, designate real estate agents as “personal home shoppers”. Develop a branded “A Great Deal More” label to place on For Sale signs.
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Develop a reward card - Offer visitors and residents a rewards card that allows users to collect points for shopping, dining, visiting attractions or staying overnight around town.
- Leverage your restaurant base - Leverage the diversity and quality of Lynnwood’s many unique restaurants with a Great Deal More Dining app that allows users to get the name, place and rating for different kinds of restaurants.
- Develop branded merchandise - Whether it’s a lapel pin, t-shirt, hat or shopping bag, branded merchandise is a tangible, memorable way to keep the brand top-of-mind with residents, visitors and businesses.
- Produce branded shopping bags, tissue paper and wrapping paper for use by retailers.
- Produce intriguing t-shirts and hats which stakeholders, visitors, residents, students, brand promoters – anyone and everyone who cares about Lynnwood – can wear to start the conversation about buying, finding, living and creating “More”.
