Edens & Avant

Edens & Avant is one of the nation's leading private owners and developers of neighborhood shopping places in primary markets along the East Coast. It has always invested heavily in its marketing. In recent years, however, E&A’s marketing dollars were not working hard enough to differentiate it from the competition. As E&A’s business grew and competitors proliferated, brand communications rose to the forefront of the business plan.

Capsule was called into the conversation to help spearhead a brand renovation at all points: research, design and writing.


The resulting rebrand did not affect the logo, yet made a dramatic change to the place that Edens & Avant occupied in the retail development world. The solution was conceptual, intriguing and confident; vastly differentiating E&A from competitors who consistently use a common and uninspiring visual language.


The elements of the system included a contemporary color palette, graphical elements alluding to the urban landscape and a monochromatic photography style with a wink. The written language focused on balancing a relationship between building and retail.


“Working with Capsule has been a joy–just a joy. Everything from their attention to design details to the photography art direction to the copywriting–just a joy.”

Tracy Jones VP Marketing Edens & Avant


The result included a hard financial impact on the contribution communication efforts made in the business. And, the softer impact was in projecting confidence in who they were and how they were different.


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