Be. Magazine

A brand make-over

Bellevue Square has defined trends and set the standard for shopping excellence in the Pacific Northwest for many years. Facing increasing competition, it sought to re-establish itself as the preferred choice for fashion, home décor and dining. The creation of the “Be.” design platform brought order to its marketing and higher visibility to its brand. As the cornerstone for all of the marketing and branding efforts, the “Be.” design platform allowed the brand to connect to its core shoppers, both young and old.

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Specialty Icons: The “Be.” brand identity creates a subtle (or not so subtle) reference to both the retail center – Bellevue Square and an attitude of just being in the moment. Three logotypes are used to organize the publication into sections; Style for fashion, Scene for home, and In-between for restaurants and amenities.