For over 60 years, the Sears Crosstown building was 1.5 million square feet of bustling commerce in a thriving community.
By 2010, it had turned into an eyesore primed for demolition, in the middle of a neighborhood that tried not to notice it anymore.
Five years later, a group of dedicated citizens, along with an unprecedented 30 outside public and private funding sources, came together to save this historic building and, in the process, save the blighted urban core that surrounds it.
Before renovations began, we were tasked with telling a new story and creating a new identity for the massive structure. We began by crafting a brand platform based on discovery sessions conducted with all key players in the redevelopment, which led to assigning the project its archetype: the Magician, who represents limitless possibilities.
Armed with a new mission, voice, and an overriding creed— “We are better together”— we chose a new name for this iconic landmark: Crosstown Concourse.
A concourse is essentially an openly accessible area that anyone can traverse in order to make it to another destination. With this one word, we were able to illustrate the equitable nature of the new development and its promise of becoming a different kind of hub in Memphis.
Signage / wayfinding
Navigating a 1.5 million square foot facility is no easy task and can be quite overwhelming. To tackle this problem, we created a multi-layered wayfinding system.
Through atrium specific directories, directional crates perched on original inventory carts throughout the building, and custom iconography, Concourse visitors can easily explore any given area of the massive building without intimidation.