The Bellevue Collection

Branding / Strategy / Messaging

SITUATION

Since 2006, Lockhart & Associates (Brand Excelerator’s parent company) has worked with The Voyager Group agency team and the Kemper Development marketing team and for Bellevue Square, the largest super-regional mall in the Pacific Northwest, and The Bellevue Collection, which is one of the most successful mixed-use projects in the U.S.

STRATEGY

We originally re-branded Bellevue Square while it was undergoing a major renovation.  The center could not compete with the Bravern, which was a mixed-use project anchored by a Neiman-Marcus aggressively entering the market.  In order to compete more effectively, The Bellevue Collection was successfully branded.  It combined two four-star hotels, three mixed-use office towers and Bellevue Square.

SOLUTION

A fully integrated marketing campaign that includes a web site (www.bellevuecollection.com), print, television, blogs social media and major events.

RESULTS

After many years of healthy performance, The Bellevue Collection is now expanding. Lockhart & Associates facilitated a two-day charrette with their marketing department, the Voyager agency, architects and executives to concept the expansion and worked with the teams on the re-branding and leasing initiatives.  In February 2015, Lockhart & Associates led The Voyager Team in a 4-day branding session to update The Bellevue Collection brands and create Brand Vision, Language and Information systems.

The Lincoln Square Expansion includes two mixed-use towers featuring premier offices, luxury residences, a luxury hotel, chef-inspired dining and an urban streetscape.  Please see www.lincolnsquareexpansion.com

The Bellevue Square Expansion features a luxury hotel, luxury residences and luxury street retail presence. Please see www.bellevuesquareexpansion.com