Hawthorne Plaza
Full-service design for luxury retail center in Overland Park, KS.
Situated on the southwest corner of 119th Street and Roe Avenue, Hawthorne Plaza is an upscale retail center located at Kansas City’s most dominant and premier retail corridor. The intersection is anchored by four bustling retail centers with a tenant roster including a mix of local and national retailers.
The center had a cute and bubbly brand identity that felt out of touch and didn’t resonate with their high-end audience. The solution is an elevated visual and verbal experience that feels confident, refined and full of personality.
MY ROLE
Brand Design
Print Design
Environmental Signage
Social Media Design
Email Marketing
CREDITS
Client: Lane4 Group for Hawthorne Plaza
Agency: Hello Big Idea
THE MONOGRAM
The logo suite is centered around a custom monogram. The design features a sweeping crossbar that intersects two parallel lines, forming an H bordered by mirrored Ps. Beyond embodying the center's name, the monogram also visually depicts the location at 119th and Roe. The intersections formed by the stems and crossbar symbolize the streets and cross streets where the center is situated, subtly creating an aerial map of the lively retail corridor.
THE COLOR PALETTE
The color palette exudes confidence and warmth, capturing the essence of a brand with a strong personality. It strikes a balance between boldness and warmth, maintaining a touch of luxury. With a diverse range of unique color combinations, it caters to different seasonalities and holidays, making it exceptionally versatile for an event-driven location.
DIGITAL PRESENCE
All marketing touchpoints employ a narrative-driven strategy that focuses on storytelling and curating memorable experiences. Brand assets infuse personality, but are used sparingly to maintain an elevated visual presence. Check out the social media and website.
