The scope of every design project I work on is completely custom, depending on the needs of the client. In this case, a branding discovery process started in 2014, with various focus groups, a creative charette, and countless ideations explored. In the end, ideas and directions were fine-tuned, and a final design was chosen and implemented. Since then, Lake Lorraine has become a destination shopping center for many in the Sioux Falls area and the entire region. We were proud to guide the visual and conceptual direction for this landmark of the future.