Williams Retail Group
Case Study : Managing Multiple Brands
A real estate developer, The Williams Group, owned a successful shopping center and purchased two more to expand their holdings. They wanted to leverage the first property’s brand to establish credibility for the new properties. Molecule Brand Consultants branded the original shopping center, Memorial Square, and was asked to create two more. Following a brand analysis, Molecule Brand Consultants recommended each property retain its name, and considered the original identity in designing two new icons. The result is a brand family, each with its own name, color, and iconography: a billowing flag for Memorial Square, lapping waves for Riverside Square, and plowed fields for Harvester Square. While separate properties, they appear related and consistent, developed and managed with the same high standards. In addition to the logo, Molecule designed the following applications for this identity: signage, sales kits, promotions, posters, packaging, direct mail, and more.
This case study employed the following services: Brand Analysis, Brand Strategy, Brand Identity, Brand Standardization, Brand Implementation, Brand Oversight.
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