Transforming the Retail Experience

Tanger Outlets paved the way for an entirely new retail channel when it opened the first outlet mall in 1981. Four decades later, with dozens of centers, hundreds of brand partners and millions of customers, Tanger is transforming to address shifting expectations.

Today’s customers are looking for a meaningful experience that goes beyond the expected. To meet this need, Tanger centers are community gathering places, offering covetable brands, community activations and elevated dining and entertainment. They're curating an experience that brings in guests more frequently and encourages them to stay longer.

Tanger turned to Office to help develop a refreshed visual identity system and communications that reflect this transformation and resonate with the next generation of guests.

We helped establish a design strategy, tone of voice and visual system that evoke the brand’s optimistic, modern, elevated sensibility. Building from the Tanger logo, we introduced a new Tanger “T” identifier, illustration style, photography style, patterns and iconography. Finally, we developed comprehensive design and tone of voice guidelines to help ensure cohesiveness and effectiveness across all Tanger brand expressions.

The new branding was applied to Tanger’s website and is continuing to roll out across Tanger’s portfolio during the coming year.