REGENCY CENTERS: Setting a commercial real-estate developer apart from the crowD


Regency Centers is one of the leading developers and operators of grocery-anchored retail centers, with properties located in most major U.S. markets. Regency had successfully weathered the challenging market climate and was poised for further growth. To prepare, Regency wanted to redefine its brand and refresh its look and feel in a way that would be proprietary to the company – a unique strategy in a market where most competitors focus on the same messages around asset quality, square footage, and location.


Working alongside Carbone Smolan Agency, we led internal brand positioning workshops and interviews to identify key Regency’s differentiators. We then helped craft a brand story built around the company’s core asset: the expertise of its people. Jointly, we helped create a new “talking brand” idea, which was then translated into a modern, vibrant brand identity.  


Brand strategy development
Logo and visual system design
Brand experience definition
Communications development
PR and copywriting assistance