THE SHOPS AT ST. PETE - ST. PETERSBURG, FL

Florida entrepreneur and CEO of the Edwards Group, Bill Edwards, purchased The Shops at St. Pete (formerly Baywalk) in 2011. With a vision to revitalize and renovate the retail complex, in 2014, he tapped Masterpiece Advertising to help with a rebranding and, in turn, the rebuilding of a world-class shopping experience. Central to this, a fresh and newly inspired logo introduced the public to the reimagined shopping and entertainment space. The logo that Masterpiece created – with its striking and distinct presence and subtle embedded type elements that paid homage to Bill Edwards himself – came to life beyond the two dimensions of branded advertising and marketing materials. In the physical space throughout The Shops at St. Pete, whether incorporated into various signage elements throughout or even into more permanent architectural features, the branding and logo Masterpiece created has endured.