A Vibrant Lifestyle Center
For years developers had sought unsuccessfully to redevelop Boulder’s declining Crossroads Mall. It was only when the Westcor division of Macerich in the early 2000s put forth plans for an open-air “lifestyle center” that combined retail, office, entertainment, and dining offerings, that progress was made. Westcor relied on Vermilion’s depth of Boulder knowledge to guide the naming and branding of the new district, and Twenty Ninth Street was the result. Initial projects included site signage, construction kickoff events, newsletters, websites, radio and print ad campaigns, and interactive science kiosks. The success of the campaign led to a rebranding effort of parent Macerich, including a new logo and a detailed brand book “The Journey Begins.”