SEARS Brand Positioning Kit for Flux Branding

BRAND POSITIONING JANUARY 6, 2016

CRAFTED BY

SEARS, ROEBUCK & COMPANY MAIL ORDER BUILDING

CONTENTS

ABOUT THIS BOOK

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NAMING

FACT SHEET

Effective real estate branding creates standards that align all aspects of communication into a unified system in order to build an authentic representation of the property. The process reveals essential characteristics that indicate a unique personality, tone and voice for the landmark renovation of the Sears, Roebuck & Company Mail Order Building.

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LOCATION

DEFINING ELEMENTS

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CREATIVE CONCEPT OPTION 1

CREATIVE CONCEPT OPTION 2

Spirit of America

American Dream

The purpose of this book is to distill our findings into the core concepts of a powerful, authentic and appealing brand that will serve as the foundation for all communications. Based on research, observation, interviews and experiences, simple principles that define the project have been created. Using these concepts we can create talking points, marketing materials and presentations that support community outreach, marketing, leasing and development efforts which drive a successful project completion.

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

JANUARY 6, 2016

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NAMING: SEARS, ROEBUCK & COMPANY MAIL ORDER BUILDING The name Sears, Roebuck & Company Mail Order Building pays homage to an era of historical significance and speaks to the crowd-inducing popularity that the Sears brand ignited in the 20th Century. Harnessing the energy of a name that is synonymous with excitement, it synergistically brings a distinct identity to this unique location, striking the right chord for the city of Los Angeles and the world at large.

Proving that strong and steady always wins the race, this iconic building was a stronghold in the pioneering efforts of an expanding economy.

The Sears, Roebuck & Company Mail Order Building continues those traditions as a modern giant that redefines the nature of brick and mortar business.

A testament to the steadfast spirit of our ancestors and the proud lineage of those that came before us, the Sears, Roebuck & Company Mail Order Building is a bedrock of sustainability, forging the pathway for commercial innovation.

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

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NAMING: THE MOB The MOB is modern, intelligent and expressive.

The MOB is a short acronym that is used as a substitute for the long-form name: Sears, Roebuck & Company Mail Order Building. It’s not a reference to organized crime, or the glamorization of criminal culture. Instead, it’s used in a more contemporary sense that connotes the power of the crowd. The MOB follows the collective consciousness.

Technology has brought people together with an ease that’s unprecedented.

FlashMOB occurrences are highly visible expressions of contemporary culture. This is the spirit of our current interpretation of the MOB.

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

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FACT SHEET NAME

BUILDING

Sears, Roebuck & Company

1.8 Million Sq. Ft.

PLANNED COMPLETION Late 2017

Mail Order Building (the MOB) FLOORPLATE ADDRESS

200,000 Sq. Ft.

2650 East Olympic Boulevard, Los Angeles, CA 90023

(Leo Pustilnikov & Izek Shomof) ROOF TOP 100,000 Sq. Ft. of amenities

CROSS STREETS Olympic Blvd at Boyle Avenue

ORIGINAL COMPLETION

NEIGHBORHOOD southern sliver of Boyle Heights

ARCHITECTS Omgivning

June 1927 Freight Packing District,

OWNER/DEVELOPER East River Group

LANDSCAPE DESIGN KSA Design Studio

ARCHITECTURE STYLE Art Deco

HISTORIC PRESERVATION CONSULTANTS Chattel

LOCAL LANDMARKS Los Angeles River SITE 23 Acres

MIXED USE • 100,00 SF– Retail & Restaurants • 250,000 SF– Creative Office

BRANDING FLUX Branding

• 1,030 Units– Residential • 2.5 Acres– Outdoor Parks • 2,500 Space– Parking Structure • Sears Department Store

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

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OLD BANK DISTRICT LOS ANGELES

LOCATION: THE FREIGHT PACKING DISTRICT MEAT-PACKING DISTRICT NEW YORK

The explosive growth in DTLA and other urban centers has been inspired by the development of pocket communities that refer to the history of the city. The Meat-Packing District, Mission District, Old Bank District, Fashion District, Toy District and Arts District have all experienced a complete renaissance of culture and commerce over the past decade, in part due to their ease of reference.

Powerfully extending beyond the walls of the building itself, the property’s undeniable presence proudly broadcasts the distinct nature of its original purpose. Acknowledging the prominence of the commerce that inhabited the area historically serves two functions– it reduces the impact of development on neighboring communities while simultaneously defining

MISSION DISTRICT SAN FRANSISCO

a unique location for consumer perception. The result is a new opportunity that allows Boyle Heights to enjoy the benefits of adjacency while remaining fiercely independent.

The Freight Packing District is simply the southern sliver of Boyle Heights, south of the freeways and east of the LA River.

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

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DEFINING ELEMENTS

Our stories all have character.

The grand hallways of the MOB take visitors on a journey of discovery, weaving together tales of industrialism and a rich history of guts, grit and determination. Foreshadowing the future of an expansive global marketplace based on values passed down from generation to generation, the MOB is a cornerstone of American culture.

1. The Heights – Taking recreation to a new level.

Providing residents and guests with exceptional views of the LA city skyline, MOB Heights is the ultimate rooftop experience featuring recreational amenities and a private patio for parties and special events.

7. The Workspace – Inspired office environments.

Featuring 200,000 Sq. Ft. of creative offices, MOB Workspace will be home to innovative companies and entrepreneurs looking to make their mark, putting imagination squarely back on the map.

2. The Flats – Lofts to live by.

Offering one-of-a-kind living environments, the 1,030 residences at The MOB combine a true loft experience with expansive campus style living, boasting open floor plans, concrete floors, exposed lighting and more.

6. The Marketplace – Everything you need and a few things you won’t.

3. The Sears Store – A distinctive maker’s mark.

100,000 square feet of eclectic food and retail take visitors on an adventure through artisan shops, independent boutiques and culinary delights that are perfect for every palette.

A brand synonymous with value and goodness, Sears is reminiscent of simpler times, when opportunity, dedication and honesty were ideals that laid the foundation for American hope.

5. The Square – Giving new meaning to outer space.

Fostering human connection in outdoor spaces, MOB Square consists of landscaped parks and innovative gathering areas that encourage human interaction and community involvement.

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

4. The Station – Commerce contained.

Creatively using railway and shipping containers to house retail boutiques and restaurants, MOB Station transforms the shopping and dining experience into an imaginative outdoor landscape.

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2 CONCEPTS

CONCEPT 1

CONCEPT 2

SPIRIT OF AMERICAN PROGRESS Standing Proud

LAUNCHING THE AMERICAN DREAM Simply Spectacular

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CO N C E P T 1 : COV E R

SEARS, ROEBUCK & CO. MAIL ORDER BUILDING

STANDING PROUD established

1926

CONCEPT 1: POSITIONING

INDEPENDENCE DIGNITY OF WORK VA L U E S PRIDE GRIT H E R I TA G E

SPIRIT OF AMERICAN PROGRESS Dialing back to a time when the future of commerce was a glint in the eye of a steadfast American worker, Sears, Roebuck & Company was the beginning of possibility. An homage to rugged individualism, the Sears, Roebuck & Company Mail Order Building is as strong as the steel pillars and concrete walls that uphold the values of America. By cataloging the ideals of the past, the MOB redefines and symbolizes the very essence of progress.

CONCEPT 1: CORE COPY

A SYMBOL OF THE AMERICAN DREAM THAT KEEPS INSPIRING YOU Defining the American spirit from the ground up, the Sears, Roebuck & Company Mail Order building is built on a strong foundation of history and tradition. A retail giant with a rich heritage and a steely resolve that has stood the test of time, Sears was a stronghold in the pioneering efforts of an expanding economy. Sears, Roebuck & Company put a defining stamp on the legacy of American consumerism. A titan of industry, it was a hallmark of unprecedented growth at a time when the American work ethic and lifestyle were being revolutionized.

Today, the MOB boldly proves that the spirit of progress lives on as a permanent fixture in the hearts and minds of America. A benchmark building amidst the modern Los Angeles cityscape, the MOB reminds us that our own hard earned values are solid. By providing a place that honors our past, the MOB creates a future we can trust and believe in.

THE SEARS, ROEBUCK & COMPANY MAIL ORDER BUILDING WITH UNDENIABLE PRESENCE BEGS THE QUESTION, WHAT DO YOU STAND FOR?

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

CONCEPT 1: PRINT REFERENCES

YOU CAN’T IMPORT ORIGINAL. YOU CAN’T FAKE TRUE COOL. YOU CAN’T DUPLICATE LEGACY.

REFERENCES: 1. Linotype Didot typeface by Adrian Frutiger, 1991 2. American Apparel: ‘Explore our Factory’ Website, 2015 3. Chrysler Bob Dylan campaign for the Chrysler 200, 2014 4. Levis “Ready to Work” campaign for 501 jeans, 2010 5. Jack Daniel’s “Free Spirit” Outdoor Print Campaign, 2012 6. Levi’s “Quality Never Goes out of Style” campaign, 2013 7. Unnamed Photograph by Angelo Sgambati, 2008

C O N C E P T 1 : L AYO U T C O N C E P T

1926 Defining the American spirit from the ground up, The Sears, Roebuck & Company Mail Order building is built on a strong foundation of history and tradition. A retail giant with a rich heritage and a steely resolve that has stood the test of time, Sears was a stronghold in the pioneering efforts of an expanding economy.

CO N C E P T 2 : COV E R

Simply Spectacular!

CONCEPT 2: POSITIONING

LAUNCHING THE AMERICAN DREAM Beyond the scope of a nation’s imagination, Sears, Roebuck & Company was a brand that offered limitless possibility at America’s fingertips. At a time when big brands were exploding on the commercial landscape, Sears dazzled and delighted the American consumer like never before.

Now, the Sears, Roebuck & Company Mail Order Building stands as a launch pad, reigniting possibilities for a new American Dream to be fulfilled.

The MOB proves that the sky’s never the limit...it’s always the beginning.

PROGRESS STRENGTH ICONIC LANDMARK MARVEL GRANDEUR

THE SEARS, ROEBUCK & COMPANY MAIL ORDER BUILDING PROVES THAT THE SKY’S NEVER THE LIMIT...IT’S ALWAYS THE BEGINNING.

CONCEPT 2: CORE COPY

A SPECTACULAR 2 MILLION SQUARE FOOT DESTINATION FOR EVERYONE! Defying the limits of imagination, the Sears, Roebuck & Company Mail Order Building stands as a marvel of innovation. Groundbreaking in its efforts, the Sears brand ushered in a new generation of hope and optimism, tapping into the reckless yearning of an American consumer who desired to do more, reach higher and be better. In its heyday, Sears powered boundless change in the American lifestyle, creating a powerful ripple effect that defined the ideals of the American Dream. In a time ripe for change, Sears made even the most extravagant wishes possible, setting forth a clear vision of the future of retail and the very essence of American culture.

The re-opening of the MOB, enacts massive change on a national scale. Idealistic by nature and innovative by design, this landmark building grandly boasts the magnitude of a visionary era. The MOB boldly stands as a testament to the colossal force of a game-changing brand.

The Sears Roebuck & Company Mail Order Building.

Simply spectacular.

SEE IT AND BELIEVE IT

Simply Spectacular!

CONCEPT 2: PRINT REFERENCES

REFERENCES: 1-3. Graphic Art by Liveandlearn Studio, liveandlearn.it 4. Barack Obama “Hope” Poster

by Shepard Fairey, 2008 5. Icon for Battersea Power Station London, 2014 6. Los Angeles Map Poster, Date/Artist Unknown 7. Logo for television channel Current, 2010

C O N C E P T 2 : L AYO U T C O N C E P T

Sears, Roebuck & Co. Mail Order Building

THANK YOU 1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer

jamie@fluxbranding.com

T H E S E A R S , R O E B U C K & C O M PA N Y M A I L O R D E R B U I L D I N G

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