Reisterstown Plaza Mall had faced a
number of difficult challenges in recent
years. The socio-economic level of its
customer base had declined, as had the
quality of its merchants, and the mall itself
needed extensive refurbishment.

Lasater/Sumpter Design developed a new
brand identity for the mall, calling it simply
"The Plaza" - a shorter name that still
maintained a link to its former name. We
created a flexible logo and developed a
palette of contemporary colors for graphics
and interior finishes. For signage, we
selected innovative industrial materials,
including corrugated metal and wire mesh,
to reflect the urban environment. Throughout
the process, we worked closely with the
architects to integrate the brand identity
into the exterior and interior design features.

Key to the new branding program was
a system of comprehensive exterior
signage. This consisted of four major
free-standing pylons, building mounted
signage elements and temporary signage.
All permanent signage was internally
illuminated.

The program includes standards for
tenant storefront signage. To achieve
high visual impact while keeping costs
down, we used industrial materials painted
in the color palette.

Metal "banners" attached to existing
interior columns contribute to the mall's
lively and colorful environment. These
banners are made of corrugated perforated
aluminum painted in the new color palette.

To highlight the food court, we designed
suspended corrugated panels with stylized
graphics.

The new visual identity was also used for
stationery, marketing materials and ads
to assure consistent presentation of the
brand.