United States

2020

Reston Town Center - Reimagined Website

Entrant Company

CO OP Brand Co

Category

Website

Client's Name

Boston Properties

Sub-Category

Real Estate

Boston Properties’ flagship mixed-use development, Reston Town Center, is a world-class business and retail destination. Since opening in 1990, RTC has thrived with big-name retailers, restaurants and community events. After three decades of success, Boston Properties partnered with CO OP, a national brand company, to evolve the brand for RTC. Upon creating a new visual identity and updating the brand story, CO OP created the brand campaign; “Reimagine RTC,” which encourages audiences to see the center in a new light, and as a place that’s full of possibilities. The campaign launched across multiple channels, but most notably on the new website. The website homepage presents users with large, bold imagery that serves as the site navigation. The homepage copy speaks directly to audiences with lines like “This is a place for strong connections. It’s a place for making memories. This is a place where you belong.” The most notable component of the website is the comprehensive interactive map that allows users to view nearly 100 points of interest. Since launching the new website, Reston Town Center continues to thrive, and the updated brand has created positive momentum for the next phase of development, scheduled for first delivery in 2022.

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