Shops at Mission Viejo — Fields Design

The Shops at Mission Viejo: Case Study

Rebrand proposal for The Shops at Mission Viejo through identity and experiential design.

PROJECT DESCRIPTION

The Shops at Mission Viejo (of Simon Malls) has been a retail destination for Orange County customers since its opening in 1979. The mall offers flagship department stores and community loved restaurants at a prime location. Working with Callison RTKL of Orange County and Laguna College of Art + Design, we were tasked to propose a rebrand of identity, strategy and environmental design to engage consumers with a more inviting space. By integrating education, restaurants, interactive spaces and art galleries, it evolved from retail destination to a desirable multi-purpose experience.

ROLE

Owner of project—from concept to creation

KEYWORDS

Brand Identity + Strategy • Experiential Design • Wayfinding • Architecture

CREDITS

Critique: Callison RTKL of Orange County

Research, Analysis and Strategy

We preformed a visual audit of the current site map to gain a better understanding of structure. During an on-site physical walk, we made points of key retailers, current signage and moments of opportunity to further develop environment and experience design. Researching the history of Mission Viejo, the historical mall site, demographic studies and community values, we gathered data to analyze and determine creative direction and brand strategy.

Key retailers
Signage + entry ways
Opportunities

Concept Sketches

Brand Identity

The final brand mark represents both the historical Spanish mission culture of Mission Viejo and the architecture of the mall itself. The icon is modeled off mall’s cross-like structure while pulling inspiration from graphic elements found in Spanish missions.

Historical
Timeless
Cultural

Revised Site Plan

Signage & Wayfinding: A revitalization of Spanish Mission culture into an inviting and modern space. Embracing history, tradition and community values.

Brand Marketing

Printed materials, merchandise and mall service vehicle branding added to enhance customer experience and provide memorable take home items. Complete with campaign direction for marketing roll out.