Rockville Town Square


In 2011, Rockville Town Square was a struggling mixed use destination with limited parking. With new, exciting retail (including a grocery anchor), additional parking, and updates to the placemaking and buildings themselves, Federal Realty wanted to refresh the brand to breathe new life into the property and lift awareness. 


Create a new brand that showcased the Square as a vibrant place to shop, dine, and enjoy life. Use the shape of the square to reinforce a sense of place and a relevant destination. Highlight new anchor tenant Dawson’s Market, additional and free parking opportunities, and emphasize community events to drive regular traffic and a loyal consumer following. The brand was brought to life via signage, a website, events, out-of-home advertising, and a social media campaign. 


Retail sales lifted, and signature activations continue to draw consistent and traffic to the property. 

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