In creating a branded look for The Summit, an upscale lifestyle center with locations in Birmingham, Reno, and Louisville, we knew we had to capture the attention of The Summit's relatively affluent, female audience. We hired a fashion consultant who kept us six months ahead of the fashion curve. We paid special attention to the details of casting, location, and styling. The results were superb. In fact, a dress featured on a billboard the year Bayer Properties opened their Reno, Nevada location created such a stir, it made the local press. Newspaper articles speculated on where one might find this delightful party dress.
The Summit also sought to create a new look for their events. We chose an Art Nouveau approach reminiscent of Mucha to convey a sense of festivity and frivolity. The events had only been moderately attended. We sought to create a memorable look and feel that branded the events a "Summit events."