It’s Hip to be Crawford Square
The Shoppes at EastChase has strong roots. We made them Bloom.
A Beacon for Commerce
The Shoppes at EastChase has been a big retail anchor in middle Alabama for years. We were asked to develop a campaign and strategy to keep audiences, of which there were many, engaged over the entirety of the year. EastChase’s reach is broad and so are their offerings. We had to cast a net wide enough to cover a big demographic and geographic target, while maintaining consistency across all communications. No biggie.
Agency Services
Strategy
Media Planning & Buying
Campaign Development
Collateral Design
Interactive Development
Branded Merchandise
Content Development
Branding
Relaying the Experience
The Shoppes at EastChase is a very different type of retail environment. It’s not a mall, it’s not really a shopping center, per se. There’s a small town feel complete with a Main Street kind of strip with whimsical statues, fountains and lush landscaping. It’s a very experiential type of destination. We needed to convey that energy to our audiences.
Speaking to our Audiences
From shopping for prom with mom to taking in an outdoor movie with dad, there’s a lot to do at EastChase. Farmer’s markets, events and concerts happen year round next to good old-fashioned retail and restaurants. We told a series of seasonal stories around people’s experiences, hitting on all there is to see and do at EastChase.
Long Legs
Based on early success of the campaign, it is being adapted for other properties under the Crawford Square (the company that owns the Shoppes) umbrella. Easily customizable to market, the flexibility of “Make a Day of It” delivers tremendous value in creating consistency and, if we don’t say so ourselves, beautiful messaging across all properties.
Boys Night Out
Most men aren’t the biggest shoppers on the planet. Pretty much everyone knows that. But, with large sporting goods retailers, restaurants and outdoor evening movies, they can still have a helluva day at the Shoppes at EastChase.
The Fine Print
Our default, limited palette layouts are designed to get a lot done. The story of the day is told in the objects our heroes surround themselves with as well as the custom hand-lettering that frames them. So we can mention food, shopping, events, manicures, etc., basically, anything we determine appealing to our target audience. And, the color blocking has serious stopping power.
Digital First
When used across social and digital, the campaign jumps off the screen. We keep our tagline consistent and switch imagery to take our audiences through the seasons.
Hosting a host of events.
The Shoppes at EastChase has quite the eclectic calendar of events throughout the year. Each is unique, and we built these brands to help them stand alone.
A Digital Destination
The site works almost like a community calendar, touting events and allowing visitors to explore individual businesses.
The Takeaway
The enthusiasm of the client definitely comes across in the work for EastChase.
Perspectives
“Working with a client who is passionate about their product and knows what they want to communicate sets our team up to do our best work. We loved working with Suzanna to create an experience that highlights the events held at the Shoppes while maintaining an easy to browse site that allows the user to find detailed info on any store in the directory.”
— Wes Childers / Director, Interactive & Digital Media
“Event-specific logos are a sandbox for us to explore edgy, expressive lettering and icons. We love coming up with unique and clever solutions that help grassroots events like these stand out.”
— Rachel Baker / Designer
“The team at Wier / Stewart went above and beyond to help us establish a cohesive and professional look for our new website. In addition to the design aspect, the development of the website is easy to use and represents our brand and all of the properties that we own and manage.”