CO OP reveals bold branding for The Metropolitan Phoenix
PHOENIX, AZ – CO OP, one of the US’s leading real estate branding agencies, proudly announces the launch of the brand for The Metropolitan, Phoenix’s newest mixed-use development by Concord Wilshire, Diversified Partners, TLG, and Hines. This transformative project aims to revitalize the former Metrocenter Mall site into a vibrant, transit-oriented community that embodies the ethos of “Your Life Made Better.”
CO OP created a holistic brand strategy for The Metropolitan, as well as the brands for the three distinct residential communities; Terra Court, Luna Villas, and Brava Gardens – each thoughtfully named and designed to reflect the development’s Mediterranean-inspired aesthetic while embracing modern, urban living. The Loop is the name for the retail experience, and represents the physical shape of the development. To be “in the loop” is to be on the inside of something that’s fresh and new. This is a place where connections come full circle—linking people, experiences, and lifestyle in one seamless community.
“The Metropolitan’s brand identity captures the essence of what modern Phoenix residents seek: a perfect balance of private sanctuary and vibrant community life,” said Jim Moran, CEO at CO OP. “Each residential community within The Metropolitan has been carefully crafted to tell its own unique story while contributing to the development’s broader narrative of sophisticated, connected living.”
The Metropolitan’s brand positioning emphasizes its unique value proposition as a transit-oriented development that prioritizes walkability and community connection. The development’s location in the heart of Phoenix provides residents with unprecedented access to urban amenities while maintaining a sense of private retreat within their chosen community.
“Our branding approach reflects The Metropolitan’s commitment to fostering genuine connections and creating spaces where residents can truly belong,” added Paul Newman, Chief Creative Officer. “The visual and verbal identity systems we’ve developed speak to both the development’s Mediterranean design inspiration and its modern, social living aspects.”
The Metropolitan is expected to become a landmark destination in Phoenix, offering residents thoughtfully designed spaces that encourage both personal relaxation and community engagement. The development represents a new chapter in Phoenix’s urban evolution, combining premium living spaces with a commitment to fostering authentic community connections.