BroadBased branding projects combine design, messaging and strategy to achieve client business goals.

June 1, 2006

Kimco Realty Corp. Inc., the developer of Avenues Walk, Jacksonville’s newest and grandest master-planned mixed-use development, chose BroadBased Communications to produce a variety of marketing and collateral materials for use in luring retailers to the upscale project. Marketing materials were unveiled at the International Council of Shopping Centers (ICSC) convention in Las Vegas, held in May.

Kimco engaged BroadBased to establish the project’s brand identity, positioning statement and overall messaging, as well as providing local marketing consulting. Additional pieces of the project included the development of a sales kit, a PowerPoint presentation for use at the ICSC and a Web Site, currently in development.

“This is the most exciting mixed-use development to come to Jacksonville, and we’ve been thrilled to be on board as a key player in its marketing,” says BroadBased President and Creative Director Jan Korb.

Avenues Walk is a 160-acre mixed-use village that will include 60,000 square feet of retail space, 50,000 square feet of offices, a hotel and 1,050 housing units surrounding a 22-acre lake. The development lies between Interstate 95 and U.S. Highway 1, directly across from the Avenues Mall and Southside Boulevard.

Farah Printing recently turned to BroadBased to rebrand the 10-year-old printing company. The goal was to more clearly define the company’s presence in the marketplace.

Jim Farah, Co-owner of Agility Press, wanted to make a stronger statement about the printer’s competitive advantages. “We bend over backwards for our customers, and we want the marketplace to know that. When customers call us, we don’t give them a million reasons why something can’t be done, we ask them when they need it, and we go do it—whatever it takes. Our new brand brings that across very clearly and powerfully.”

“We determined early in the discovery phase that the word ‘agility’ best defined the overall strengths of the company throughout each department. The tagline – Ready. Set. Done. – implies the speed at which the Agility team works,” said BroadBased President and Creative Director Jan Korb. “The final piece of the puzzle was to create a logo that was both memorable and defining of the word Agility. We actually based it on agility exercise diagrams that sporting coaches and trainers frequently use.”

Agility Press has a combined operating facility of over 10,000 square feet, offering a full array of pre-press, printing, mailing, bindery and specialty advertising services and products.

Endurance Properties LLC, a Ponte Vedra-based developer of mixed-use shopping centers, recently engaged BroadBased to develop a new corporate identity.

“One goal of the project was to develop an icon that represents longevity, or endurance,” says Senior Designer Anna Moon. “The chosen icon was inspired by a Mobius strip, which is one infinite surface formed by joining the ends of a rectangular strip after twisting it 180°.”

Endurance Properties President Bill Baker said, “The designers at BroadBased explored a range of solutions for our logo that included a wide variety of elements. Each one was unique in its logic, and in the end, I felt the Mobius strip was a very appropriate representation of what we stand for.”

BroadBased also recently completed a redesign of the corporate identity and promotional materials for Camarda Financial Advisors, Inc. In addition to refreshing the logo, BroadBased also developed a marketing strategy, messaging and a positioning statement, “Invest In Integrity.”

Senior Designer Carolyn Audije said, “The clients liked their existing logo, but wanted to modernize the look, font and color as a complement to a brand new headquarters that they just completed. We explored a variety of compositions, and in the end, we liked the balance and symmetry of this option. It conveys the integrity and stability that are the core values of this client.”

Camarda Financial is a fee-only financial advisor offering high net-worth individuals a unique combination of objective advice, uncommon expertise, personalized attention and an exclusive investment strategy.


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.