Standard Insurance had a problem. They had a small shopping center (strip mall) that they they wanted to redevelop but it’s name didn’t appeal to large chain stores and locally the name connoted a place with a less than stellar reputation.
Local Knowledge
Even though the center needed national appeal to attract the right tenants, first and foremost it had to serve the local populace. We conducted historical research on the area of town that the center was located in, did focus groups with new and long-time residents and worked with the architects and engineers to ensure that the names we proposed would suit the look and feel of the new development.
Location Location Location
The site itself is situated at the bottom of the Willamette valley where the valley floor begins to rise into the wooded foothills. Architecturally, the development was being designed to draw people together into a central meeting place where they could shop and hang-out with friends.
Woodfield Station
On the one hand very descriptive, on the other - very evocative.
In the words of our client:
“I never would have expected this. It is perfect.”