Regency Center’s Facelift

The Market Common is a 20-year old 10-acre retail hub along one of Arlington, Virginia’s best shopping streets, just outside of Washington, D.C. It includes top retailers like Apple, Soul Cycle, and Whole Foods. It has a key feature called “the loop” which is very popular photo spot and helps define what people think they know about the property.

When owners Regency Centers Corporation, a real estate investment trust based in Jacksonville, Florida, decided that The Market Common needed an update, they turned to us for a brand refresh for the upscale property.

“Regency has committed to giving The Market Common a much-needed facelift and name change along with new programming to help create a destination with a memorable experience.”

We wanted to reach residents who represent a wide range of ages and backgrounds; they may be people in their early 20s attracted to the area’s music scene; condo-living young professionals who work on the Hill or in private-sector jobs; families in townhouses and older couples who’ve lived in the area for years.

We created a series of banners and store window posters that were visual ‘mass-ups’ between unrelated merchants.

The Crossing intersects with the things you love. There is nothing common about these mash-ups.

Agency Creative Credits:

Executive Creative Director: Robert Shaw West

Chief Strategist: Dwayne Fry

Creative Director: Matt Shapiro

Designer: Dylan West 

Account Director: Ross O'Donovan

Executive Producer:  Mark Scoggins 

Regency Centers Corporation is a real estate investment trust based in Jacksonville, Florida and is one of the largest operators of shopping centers with grocery stores as anchor tenants. As of October 21, 2020, the company owned 415 properties comprising 56 million square feet of space. Notable properties owned by the company include Serramonte Center and a 30% interest in Village District.