Bay Street is an urban, mixed-use development in Emeryville, CA. Opened in 2002, the project has been quite successful. In 2010, its owners, noting the rapidly changing retail climate, wanted to refresh brand communications at the property and online. Distill developed a brand-experience strategy that covered everything from environmental graphics at the property to social media guidlines that shape how Bay Street staff interact with customers online. Turning down the volume of messaging at the property and opening up new channels of communication with customers, we positioned Bay Street not just as a place to buy, but a place to be.