Willow Lawn was Richmond’s first shopping center, originally constructed as an outdoor shopping center and then transformed to a more traditional indoor mall in 1986. In 2005, renovations began to return the property to the original open-air layout of yesteryear with more initiatives planned to continue developing the property. Along with the property improvement plan was an obvious need to rebrand Willow Lawn to more accurately reflect the outdoor experience, dining and shopping options and Willow Lawn as a modern brand with a rich heritage. The brick red was chosen as the base for the color palette since the newest building near the core of Willow Lawn is a brick red. This core also needed a name as it continues to evolve into a hub for events, socializing and dining. As a nod to where communities used to gather in the 1800’s as well as the physical footprint of this area, the core name came to be ‘The Square.’ The overall design also drew on inspiration from urban buildings located in downtown Richmond. I was responsible for the overall project management, website redesign, logo design and served as project lead on the new brand identity package.
*Project produced while at Rocket Pop Media