Reston Town Center
Real Estate / Mixed-Use / Retail
Phoenix’s Metrocenter was once a cultural hub, but over time it lost relevance and closed. Concord Wilshire envisioned its rebirth as a thriving retail-anchored mixed-use community. With the project’s scale and complexity, CO OP crafted a clear, compelling brand and communications strategy to build credibility, foster alignment, and earn support from both community and investors.
SERVICES
Brand Strategy
Brand Architecture
Brand Naming
Brand Identity
Marketing Tools
SERVICES
Brand Strategy
Brand Architecture
Brand Naming
Brand Identity
Marketing Tools
Our brand strategy tapped into the community’s strong emotional connection while introducing a more sophisticated, vibrant, and contemporary vision. The goal was to create a brand that excites residents and instills pride. A thorough naming process led to The Metropolitan, a name designed to elevate communications and build long-term value. The Loop brands the experiential and retail offering.
A bold graphic identity draws inspiration from the development’s distinctive oval shape. This flexible system supports multiple sub-brands, unifying and clarifying every offering.
This development creates new residential neighborhoods, each crafted for a specific life stage and price point. Our real estate branding strategy built a clear architecture to guide buyers to their ideal community at The Metropolitan. Terra helps first-time buyers put down roots. Luna inspires young families to imagine the future. Brava celebrates those who have fulfilled their dreams.
Each neighborhood brand has a distinctive identity and story. Together, they strengthen the master brand system and showcase a cohesive community identity.
The Metropolitan is envisioned as a vibrant urban village, where transit, retail, parks, and residences connect seamlessly. Anchored by a $150M light rail station linking Downtown, ASU, and the East Valley, it offers unmatched accessibility. The Loop adds 135,000 square feet of shops, dining, and walkable experiences, making this more than a development.
To explain such an ambitious vision, we created films and presentations that clarified the interlocking parts, built credibility, and showcased the ability to deliver.
