Outlets at Tejon
The Outlets at Tejon is a shopping center that has been a mainstay in our region for a decade now (fun fact, this year – 2024 – is their ten-year anniversary!). We have long loved to go shopping there, both for the wide mix of stores that serve the whole family and for the beautiful, clean, fun atmosphere that their team has created.
We were initially brought on to update their branding and strategy in 2023, and we absolutely loved working on that project. Their team is knowledgeable, kind, thoughtful, and easy to work with, so we were overjoyed when they brought us back in for an ongoing relationship managing their social media.
We all dove right in and got to work creating the lifestyle brand that we are proud to showcase today.
Outlets At Tejon Brand Scope:— Strategy
— Messaging
— Visual Identity Update
— Social Media Mangement
— Brand Management
— Brand Guidelines
About the Outlets
The Outlets at Tejon is the retail arm of Tejon Ranch Company, a fully diversified real estate company and agribusiness, whose principal asset is California’s historic Tejon Ranch, the largest single piece of private property in California. Tejon Ranch has been around since 1843, and they have been a wonderful example to our region and beyond for what it looks like to focus on conservation and preservation of the land while also building a legacy for future generations.
The Outlets at Tejon provides a way for the community both in Kern County and LA to enjoy the land and the views while also having a best-in-class shopping experience right down the road from home.
Strategy + Messaging
Our goal in working with them was first to create a cohesive, consistent brand that captures the lifestyle elements at the outlets, while also building something beautiful that will reflect the vision and history of the land it exists on.
We spent a great deal of time diving into their target audiences, building out personas, and identifying who, exactly, we’re speaking to and where there are gaps now. We wanted to help them hit their target and speak to their audience with every touchpoint.
Working together, we all saw the tremendous potential to build a brand that is more than just shopping and discounts, but rather is a place for connection, quality time, adventure and new discovery. One of the first big shifts in the strategy was moving from pushing sales to pushing lifestyle and value-driven messaging. This helped capture what it feels like to be at the outlets, shopping with friends and family, enjoying a day in a place that feels like a vacation but is close to home.
Visual Identity
With the backbone of Tejon Ranch’s historic brand and the Outlet’s established logo mark, our main priority fell to really beginning to round out the visual world of the brand. The outdoor shopping center is a unique spot in Kern County where folks can shop, eat, let their kids get their wiggles out all while getting to connect with the outdoors. For their visual identity, we saw an opportunity to capture that joy, brightness and excitability the Outlet’s provides their customers.
We sought out to ensure the brand exudes those things–we knew that customers needed to look at the brand and instantaneously know that their experience at the Outlet’s would feel inviting, fun and like a breath of fresh air. Updating their visual identity included components like crafting a branded badge, adding more environmentally inspired colors to the palette, introducing fresh typefaces with ways to stack promo headlines, introducing more texture and organic shapes, and utilizing more photography that emphasized the valley’s hillside + blue sunny skies.
Social Media Management
As we finished up the brand refresh we saw so much opportunity in their social media presence (and we had a LOT of really fun ideas to activate the brand through organic content creation). We were brought on to manage their social media accounts in April 2024, and have been building on the brand by creating fun, engaging, value-driven content ever since.
Our job with this work is to capture what it feels like to be at the outlets, most importantly how it feels to be there spending time with loved-ones or just having a fun solo day. It’s more than fashion content, it’s a way of life that values connection and those little genuine moments that become the best parts of life.
Brand Management
As we create content for their social media and design beautiful visuals for their events, we get to step into their world and create something fresh and new for their audience. Each month we are able to work with their team to create new things and drive their messaging forward, and we are looking forward to continuing that in the coming months!
If you’d like to see more of our work for them, check out their Instagram here, or keep an eye out for their billboards around Kern County!
Client Review
“A particular bright spot this year has been our Outlets at Tejon joint venture. Through the great work of our team, we undertook a rebranding effort that uncovered a much broader target customer base with diverse demographics. Through relentless leasing efforts, we signed seven new leases with nationally recognized brands, bringing total occupancy to nearly 90%, up significantly from 75% at the height of the COVID-19 pandemic. Efforts such as these exemplify our ability to turn challenges into opportunities, a characteristic seen not just at the Outlets, but throughout our Company.”
– Greg Bielli
President & Chief Executive Officer of Tejon Ranch