Regency Centers: The Talking Brand

What gives a company more authenticity than the voice of its people? After an exhaustive research and strategy phase to kick off our rebranding for Regency Centers, an industry leader in grocery-anchored shopping centers, we discovered that the company is a shining beacon of straight talk and good business practices—a rare find within the real estate industry. To top it off, their employees are widely respected as the folks you want to work with. Not a bad position to start from.

A “talking brand” identity strategy literally gives Regency’s people a voice, with a new logo that becomes the punctuation for targeted messages for retailers, investors, and other audiences. If there’s a logo, there’s a tailored message. Embedded in a warm and energetic design system, the identity heralds a new assertiveness and celebrates the qualities of Regency’s people, reenergizing the company just in time to celebrate its 50th anniversary.


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Carbone Smolan Agency combines content, technology, and art to create brand strategy and design systems for the physical and digital worlds

© 2014 Carbone Smolan Agency