Village at Shirlington


Village at Shirlington was a popular shopping and dining destination but lacked a distinctive brand and personality. Gold Dog was tasked with creating a strong, effective brand in order to increase merchant sales and property awareness. 


After analyzing neighborhood and property trends, it was concluded that women were the major demographic that frequented Village at Shirlington. We determined that the new brand needed to appeal to this group so we created a mascot – “Shirlie” – to build recognition for the place and make the campaign memorable and fun. Shirlie was brought to life on the website, property signage, signature events, signage and more. A strong events strategy was put into place in order to activate the property. 


The new campaign gave Village at Shirlington an identity that worked hard. Shirlie was adopted by the community and well loved. Marketing communications efforts increased awareness, sales, and event attendance. 

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