In celebration of the Long Beach Towne Center’s 10-year anniversary, Vestar Development renovated the one-million-square foot shopping center in the heart of Long Beach, and decided it was time to revitalize their brand. Vestar turned to Blue C to create a brand image that would position the center as the premier shopping, dining and entertainment destination in Long Beach. Blue C developed a fresh new logo and identified the destination as The Center of Attention. The new brand was successfully launched in an integrated campaign for the general market, which encompassed Website, onsite posters, brochures, print advertising, Eblasts, and direct mail. The renovation coupled with the new brand identity gained the attention of the public leading to increased traffic to the center.