CHICAGO-Jones Lang LaSalle has launched a new program management service that provides a turn-key approach to the implementation of new retail concepts, as well as rebranding and remodeling initiatives. The service, dubbed Brand 3D, integrates the firm’s project management process with the retailer’s design process – resulting in efficiencies in cost, timing and quality.
Brand 3D was established to work with retailers and their designers from day one to prevent some of the common roadblocks involved in rolling out new concepts and implementing rebranding and remodeling programs, according to Adam Cook, senior project manager in the Project and Development Services group at Jones Lang LaSalle. Brand 3D also gets involved in web marketing strategies, social marketing and other forms of customer communication.
Jones Lang LaSalle has fully integrated the Brand 3D team with its global Project and Development Services (PDS) group, which encompasses more than 2,000 project managers worldwide. The Brand 3D concept grew out of PDS’s multi-site project management capabilities, which utilize sophisticated software and expertise-sharing to simultaneously, manage hundreds or thousands of similar projects, including branding initiatives, technology rollouts, signage changes following a merger.
Cook tells GlobeSt.com that Brand 3D encourage collaboration and accountability. He points to a recent project that benefited from Brand 3D – the recent rebranding and remodeling efforts by the Army & Air Force Exchange Service, which operates 3,100 stores and restaurants on U.S. military bases.
Jones Lang LaSalle teamed with leading retail designer Chute Gerdeman in 2010 to tackle AAFES’ challenges. In the past, the stores were known by various names, such as the “PX.”
Chute Gerdeman took the lead in creating a new name, The Exchange, as well as a more inviting identity and store layouts, while the Brand 3D team suggested materials and ideas to make the build-out more efficient and enhance the customer experience. As a result of this collaboration, the cost of the rebranding was dramatically reduced, and the implementation of the new brand was accomplished on an abbreviated timetable.
In addition to the retail segment, Cook says Brand 3D has worked on corporate and healthcare projects, especially with companies that are focused on branding their facilities for a better customer and employee experience.
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