Opportunity: Long Beach Plaza was a two-level 675,716-square-foot shopping mall located in the heart of downtown. 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.
Research:
Before names were created the brand team participated in a strategy and verbal identity process. Including a workshop and multiple collaborative meetings. This led us to a strategic set of names that are ownable, emotional and meaningful.
As outsiders looking into a long-standing community, it was our job to get this right. This included meeting with community members, business owners, even waiters and security guards.
Name Presentation:
Ultimately, the name The Mosaic was chosen. The inspiration for this name was multifaceted.
The community has always been an eclectic composition of people, places and things. The future and success of this district is undoubtedly in the hands of those who continue to call downtown their home.
In addition, there is the “Recreation in Long Beach” mosaic, completed in 1938. After a community-led effort to save the mosaic, it was reinstalled at Harvey Milk Park in 1982.
The Mosaic name and subsequent branding would pay homage to the people of the past while connecting their story to the optimistic energy of the present development.
Name Process:
With every naming process the brand team is guided through a creative journey.
Consumer and category research
Education (what makes for a strong name?)
Brand team alignment (what you like, don’t like, etc.)
Before freelance, I spent 10 years at agencies and in-house. Working within a variety of categories.
Nowadays, I partner directly with the people at agencies and brands.
Together, we create cool new stuff:
🏆 Award-winning verbal and visual identities. Like my work on Arch Anchor and Mosaic, done in partnership with comrades at Dean & Co.
🐣 New brand campaigns and performance marketing assets. That question category norms and drive engagement. Like my work with UCLA and Guava Family.
👔 Partner with CEOs at brands like Lejon and
Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors.
“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically how he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.”Reed Schmidt, Creative Director, Guava
“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way was excellent. He truly exceeded expectations.”Gregg Hemphill, CEO, Nexbelt
“His ability to tie creative thinking to consumer insights, trends/culture, and our marketing objectives was unmatched by any creative I have ever worked with. It was always clear where an idea started and how he got to the final product.”Gina Colonette, Senior Social Media Manager, Philips
Values
Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.
Curiosity. The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, humble and open to new ideas.
Adaptability. I’m gonna let Lau Tzu take this one, “A tree that cannot bend will crack in the wind. The stiff will be broken; the soft will prevail.”
