Established in 1983, Bayer Properties develops and manages lifestyle centers in sixteen markets across the country. Known for their attention to detail, creatively curated store mix, and lush landscaping, Bayer Properties are the jewels of their communities. They’re also very pet friendly.
Bayer approached Panzano+Partners to develop a new branding campaign that could be shared across the portfolio. Because each property is a unique blend of merchandising mix, architecture and environmental elements, the challenge was to create a campaign that could used for everyone and yet still provided that individual sense of place.
We wanted a campaign that could speak to the sensory nature of shopping in reality as opposed to the experinece of shopping in a virtual world. We played off of tropes from the online world, to emphasize how truly unique and satisfying it is when you get out of your house and take a trip to a Bayer property.
We hired models that looked more like real people and reflected all ages.
Everything about the campaign was designed to be inviting and inclusive.
We had fun with the copy in an effort to be both comforting as well as entertaining.