THE OBJECTIVE

Independence Center is one of the last remaining indoor malls in the Kansas City area. Because of the dramatic shift in societal purchase habits, it was time for them to redefine their brand and reimagine their identity. We were tasked with developing this new look, feel and tone and creating a brand toolkit with easily accessible, customizable assets for a variety of mediums – onsite signage, outdoor, digital assets, etc.

concept 1: the “i” for every you

One day you’re a bookworm. The next you’re on a tunnel-vision mission to find the perfect prom dress. Whether you’re dropping by for lunch, browsing the new season’s racks or popping in for a playdate, you’ll find it all at the “I.”

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CONCEPT 2: GO ALL IN

You could go all out. Where stores are spaced out and parking lots are a pain. Where weather must be factored into plans and each shopping, dining or entertainment experience is full of uncertainty. Sure, you could go all out. But it’s better to go all in.

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CONCEPT 3: CENTERED AROUND YOU

Without people to bring it to life, a mall is just a mall. Community is the cornerstone, connecting others and encouraging shared experience. From the “let’s make a day of it” shoppers to the morning mall walkers, Independence Center supports all passions and lifestyles, making each experience perfectly centered around you.

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Copywriter: Sarah Leick
Art Director: Julia Whitley