Eastridge Center
POV: You made the mall fun again.
Goal: Eric wanted to convince everyone that malls 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 also turned Eastridge into the most followed indoor mall in San José (since June 2023) and produced content that has generated over +3.5 million organic impressions. The mall saw a 51% increase in its following on Instagram, 98% increase on Tik Tok, and 100% increase in people sharing Eastridge’s chaotic memes.
Credits: Videography by Jaime Ibanez Oieda, Produced by Eric Perez; Brand Refresh inspired by Eastridge Center renovation by Gensler
The Fun Mall
Eric saw a disconnect between the brand that Eastridge aspired to be and the impression the wider community had of it. Seeing this as an opportunity to differentiate itself from its higher-end competitors, Eric introduced a lighter voice that plays into the mall’s reputation. People don’t take Eastridge seriously, and neither does Eastridge. The change has brought a notable increase in user engagement since 2023. Eastridge Center ranked first in social media strategy at Pacific Retail Capital Partners and across its entire portfolio of 20+ properties. In June 2023, the Eastridge Instagram page surpassed Westfield’s Valley Fair, which it continues to outperform as of July 2025.
Brand Refresh
In 2024, Eric completed a brand refresh for Eastridge Center. As an existing brand for more than 52 years, Eastridge’s current identity was defined by Pacific Retail Capital Partners’ acquisition of the property. Branding was instead created as a portfolio-wide campaign that did not take into account property-specific architectural design or Center history. After the property was sold in 2024, Eric took on the daunting task of reimagining the Eastridge Center brand.
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 2023 Brand Refresh, Eric spearheaded the redesign of the Eastridge Center website. The current 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 website with Eastridge Centers 2023 Brand Refresh
Create a more intuitive website with content hierarchy.
Provide visitors with useful information on the homepage.
