ATYPICAL

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing and communications for a national shopping center organization. We own, operate, and manage shopping centers across the country.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ATYPICAL?

We brought them in to manage a rebrand for a 1.5 million square foot mall in San Francisco. The property had an easily recognizable name, but the mall itself had a dated feel.

SOLUTION

What was the scope of their involvement?

They came up with a new logo and color palette for the mall. They also put together physical signage that was displayed on the construction fencing walls while parts of the mall were being renovated. Their team developed an engaging social media campaign about the rebrand as well.

What is the team composition?

We had two main points of contact. I’m sure there were others on their team working behind the scenes.

How did you come to work with ATYPICAL?

They’re a well-known firm in the retail commercial real estate sphere, so we were familiar with them from trade shows and other events. When we were getting ready to start the rebranding process for this property, we knew we wanted to work with them.

How much have you invested with them?

We spent between $10,000–$49,999 with them on this project.

What is the status of this engagement?

We worked together on this project from September 2019–January 2020. Since then, we’ve continued to work together on projects at other properties.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

When we released the new logo and color palette on our social media channels, we saw really high engagement. This engagement only grew as their promotional campaign went on. They came up with creative ways to showcase the mall while attracting attention. The construction fencing walls were really engaging as well.

How did ATYPICAL perform from a project management standpoint?

They were very good project managers. They deliver when they say they’re going to.

What did you find most impressive about them?

Their knowledge of the retail real estate industry sets them apart. There are only a handful of agencies with that sort of expertise.

Are there any areas they could improve?

No, they do a great job with the creative and strategic aspects of their job. They do a great job with following up. Even though our contacts were based in South Africa, they worked on our schedule.

Do you have any advice for potential customers?

Define your goals clearly. You’ll get a better creative product from any agency you work with if you do that.