Brand Campaign

Arrow Retail/The Hill

Another retail development in an already saturated market? Groundbreaking. The Dealey Group needed to tap into what makes Arrow Retail’s latest redevelopment, The Hill, stand out from the pack when every other shopping center is making similar claims: New! Different! Exciting!

We needed to stake out a unique territory in a world of cookie cutter-ness. The key laid in the property’s tenant mix. It was highly curated. Crafted.

The Hill 2

It was also important to reflect the property experience in the brand identity. Work by several local artists will function as the centerpiece of the property, giving it the feel of a creative enclave in the heart of the city.

The Hill Murals

Artistic, collage-like visuals communicate the “crafted mix” via unexpected mashups of The Hill’s first-to-market tenants, such as the taqueria and the craft coffee house, the barbershop and brunch. And each is a feast for the eyes.

The Hill 3

Leading up to The Hill’s “Launch Party” (calling it a “grand opening” would have been way too mainstream),The Dealey Group designed limited-edition t-shirts and tote bags for the event, and implemented a strategic social media campaign. A package of digital collateral was designed for use across Facebook and Instagram.

Grand Opening The Hill

With an ad budget of only $400, The Hill’s Launch Party campaign garnered 76,950 impressions and 1,932 clicks, engaged 1,937 users, and reached 71,551 users. During the campaign, The Dealey Group grew The Hill’s Instagram following by more than 200%.