Client: The Mosaic
Services: Naming, Brand Strategy, Verbal Identity, Copy & Content
Opportunity
Long Beach Plaza was a two-level 675,716-square-foot shopping mall in downtown's heart. Designed in the 1970s, it rose in popularity during the 80s and 90s, only to fall on hard times and never recover.
With the promise of a new mixed-use community taking shape, there was a need for a unifying story and name. One that would bridge the past to the present with pride.
Execution
The naming process is a creative and strategic journey, often fraught with complications.
I aim to help brand teams navigate those, creating a streamlined experience while planning for long-term ownership. Here are the steps we take:
Consumer and category research
Education (what makes for a strong name?)
Brand team alignment (what you like, don’t like, etc.)
The creative and collaborative process of naming
Legal and trademark considerations
Domain ownership considerations
Research
Deep community engagement was crucial. We met with residents, business owners, and even staff to gain a true insider's perspective.
After extensive strategy sessions, we developed a set of ownable, emotionally resonant brand themes.
This paved the way for a new brand purpose and, ultimately, the perfect name.
Brand Purpose
Together we thrive.
This is the Long Beach way.
We are a community that defines the city. We are the prideful makers, those who celebrate individuality and promote the success of our neighbors.
We surround ourselves with visionaries, people, art, ideas, culture, and history—the shared tools of our ascension.
Our neighborhood is the heart of Long Beach. This is where we lay our heads, shape the future with our hands, dance under neon and stars, and gather in celebration.
Welcome to The Mosaic.
Final Name
The name "The Mosaic" was chosen for its multifaceted inspiration.
It reflects the district's diverse community, its rich history (including the "Recreation in Long Beach" mosaic), and the optimistic energy driving its revitalization.
This name honors the past while celebrating the people shaping downtown's future.
Outcome
The Mosaic project successfully transformed a struggling community landmark into a vibrant mixed-use development with a unifying story.
Community Resonance: The Mosaic name honors Long Beach's history and diversity, resonating deeply with locals.
Revived Identity: The new branding solved a long-standing identity crisis, fostering community pride and optimism.
Improved Experience: The revitalized development enhances the experience for residents and retailers, boosting overall success.
Award Recognition: A Davey Award for branding underscores the impact of the strategic naming and identity work.