Many of our clients look to us to help reimagine or conceive their brand identity. They are often in search of a new direction, shaped by a new logo, colors, typography, and foundational language. Others, like Bayer Properties, come to us with many of these pieces intact. When Bayer asked us to help open their new outdoor, luxury mall, The Summit at Fritz Farm, they had completed a thorough study of the Lexington market and were equipped with fully formed brand identity for the development. Their high-end roster of tenants spoke volumes, and their identity matched the roster. They would represent the “intersection of cosmopolitan and bluegrass.” The challenge for us: build on this foundation and communicate the essence of this identity to a market that may be less familiar with many of the tenants and the type of shopping experience Bayer was creating.
We knew awareness would not be a problem for The Summit at Fritz Farm. The development is located in one of Lexington’s most heavily-trafficked intersections and the brand roster had built a great deal of anticipation. The challenge, instead, would be to communicate the heart of The Summit at Fritz Farm experience, which would be markedly different than any in Lexington or on a computer. We had to show how this was more than a place to shop. It was a place to take the family, see a concert, have a drink, sample local restaurants, people-watch. It was a place to spend quality time.
With this backdrop, we saw that The Summit at Fritz Farm was circling a lifestyle. And while we knew luxury was at the forefront of this lifestyle, we also knew community and connection with others was ingrained in it as well. We wanted to show people, but rarely would we show people shopping. Instead, we showed people together, sharing food, celebrating, living life – exactly what one should expect when they arrive at The Summit at Fritz Farm.