Eastridge Center
POV: You made the mall fun again.
Goal: Eric wanted to convince everyone that the mall didn’t have to be boring. If he could do that by turning his childhood mall into San Jose’s favorite mall brand, then so be it.
Results: Eric launched a brand refresh that was complementary to the center’s existing architecture and included an expanded brand system. He turned Eastridge into the most followed enclosed shopping mall in San José (since June 2023) and has produced content that has generated over +3.5 million organic impressions.
Credits: Eric Perez (Content Creation and Art Director) Jaime Ibanez Oieda (Videography)
Eric saw an opportunity to differentiate Eastridge from its competitors; People don’t take Eastridge seriously, and neither does Eastridge. Eric used humor and memes to turn Eastridge into the most followed enclosed shopping mall in San José. He has produced content that has generated over +3.5 million organic impressions. Since taking over social media in late 2022, the mall’s following has grown by 51% on Instagram, 98% on TikTok, and ranked first in Pacific Retail Capital Partners’ 20+ portfolio before its sale in 2024.
Brand Refresh
In 2024, Eric completed a brand refresh for Eastridge Center. As an existing brand for more than 52 years, Eastridge’s previous identity was created by Pacific Retail Capital Partners’ as part of their portfolio-wide campaign. This identity did not take into account property-specific architectural design or the center’s history. After the property was sold in 2024, Eric took on the daunting task of revamping the Eastridge Center brand identity.
Key Challenges
Reinforce existing architectural design while expanding the core visual language for digital and physical design assets.
Create unique messaging that reinforces Eastridge’s cheerful appeal and contrasts with rival centers.
Create simple and clear collateral that can be edited and updated easily.
Website Redesign
As part of the 2024 brand refresh, Eric spearheaded the redesign of the Eastridge Center website. The current site was too minimalistic and hid most webpages behind multiple clicks. Navigation options were permanently hidden behind a hamburger menu on both the mobile and desktop versions of the site. The site also lacked any sense of place and didn’t highlight key points of interest at the mall.
Key Challenges
Integrate the website with Eastridge Center’s 2024 Brand Refresh
Create a more intuitive website with content hierarchy.
Provide visitors with useful and easily accessible information on the homepage.
