02
Hawthorne Plaza
Creative Direction + Design
THE CLIENT
Hawthorne Plaza
THE SCOPE
• Brand Positioning + Framework
• Visual Identity Development
• Website Design + Development
• Social Media Strategy + Content
• Campaign Concept + Design
• Swag + Promo Materials
• Email Marketing + Automation
• Property + Leasing Signage
• Event + Seasonal Promotions
• Print Media Placements
THE CHALLENGE
As an upscale retail center at the intersection of 119th and Roe in Overland Park, Kansas, Hawthorne Plaza was in need of a brand evolution when new property managers took over in 2023. The inherited branding wasn't communicating the one-of-a-kind shopping and dining experience that included local boutiques, national retailers, contemporary cafés, and sought-after services. In order to elevate the presentation and attract high-end shoppers in the luxury shopping district, a full re-brand was needed beginning with an initial stage of foundational visual and verbal identity, website re-design, and update to property signage. To maintain the brand, continued support was provided with monthly content creation, email marketing, print media placements, event branding and promotion, web maintenance, and any additional support needs requested by property management.
hawthorneplazashopping.com | @hawthroneplaza
Studio: Hello Big Idea
The solution: POSITIONING AND VISUAL IDENTITY DEVELOPMENT
Brand positioning was a key factor in moving the messaging forward, so a key tagline was established: "your corner of KC," which both identifies the physical location in the area and provides emotional appeal for individual connection. Along with voice, tone, and a fresh mission statement, audiences were defined along with key messaging pillars to apply in both marketing and internal situations. A comprehensive Brand Guide for internal and external use provided examples of email, signage, prints materials, sales collateral, and social media to help others understand how to utilize brand assets and maintain brand consistency.
Hawthorne Plaza had an original logo that was dated and boring so a fresh logo suite was developed to elevate the brand and communicate a high-end aesthetic. The system included an immediately identifiable icon in several iterations to allow flexibility and cohesion. A unified but seasonally flexible color palette was defined to provide a fresh and modern perspective that would appeal to the largely female audience without alienating male viewers. Typography hierarchy was established with a strong serif, which plays a large part in advancing the brand for a high-end appeal, along with strategic photography direction to move away from a common shopping mall vibe.
The solution: web + marketing
The first stage of implementation after the brand was in place was a new website to reflect the elevated position in the market. This created a reliable landing spot for viewers to find a tenant directory, event information, and storytelling through blog posts featuring influencer partners. Second was the institution of consistent email marketing. Through easy entry points with pop-ups on the site and a newly designed email templates for monthly newsletters and events, Hawthorne Plaza's email marketing improved in growth over 200% within the first 6 months. This also improved promotion of twice yearly seasonal campaigns.
Quarterly print ads were developed for local publications to reinforce the brand launch in the first year. Event promotions were a large part of Hawthorne Plaza's new approach, brining consumers to the plaza for more than a few quick errands and introducing them to new tenants at the plaza. Each event had print and digital elements, all designed to align with the core brand while having its own identity and cross-promoted through multiple channels including social media, email, and web.
The solution: ongoing social media
As an ongoing partner, social media was the thread that allowed all channel initiatives to be promoted to a broad audience. Starting with an Editorial Calendar outlining the content plan, each month was carefully crafted against the strategy to include event promotions, tenant features, sales, and video content leaning heavily into trends.
Reel ideation was provided for approval then implemented through on-site visits and final editing and production. Channel features like stories and highlights were key elements for event promotions, leading to increased follower and engagement growth over time.
The solution: property signage + seasonal
Leasing signage was designed promote the new brand and advertise vacant spaces which aligned with sales materials. These provided key information to contact leasing agents, satisfying a key goal in the new era to bring in larger, more well-known tenants.
In addition, new branded pole flags were created to infuse brand messaging throughout the multi-acre parking lot of the plaza. These were also updated for the holiday season to align with a broader seasonal campaign that relied on geometry inspired by core brand elements.
