Arvida Park Of Commerce Transforms With New Name, Visual Branding And Strategic Communications Plans For Heightened Destination Awareness

Park @ Broken Sound_Logo Final Web copy

The Trailblazing ‘Grande Dame of Commercial Office Parks’ In The Late 70s 

Now Re-Positioned As The Park At Broken Sound

With an influential cross-section of civic, business, commercial and residential real estate industry leaders, economic development stakeholders and media in attendance today, the Arivda Park of Commerce (APOC) Associations revealed a new name, a visual branding program and strategic communications plans for the 700-acre business hub in the City of Boca Raton’s Northwest sector. Designed to drive demand by both employers and a strong, qualified talent pool of employees, the newly designated Planned Mobility destination will now boast a new name for re-positioning as The Park At Broken Sound, supported by new boldly designed entry walls, building monument signage and series of inaugural marketing communications components donning a new contemporary logo.

To visually establish the new identity, the Park At Broken Sound logo functions at its core across all mediums, including current and future print/digital applications or 3D environmental signage.  Developed by the award-winning Ft. Lauderdale-based global ID & Design International (IDDI) for the APOC Association stakeholders, the nature-inspired logo offers a balanced approach to both print and environmental application through the use of soft typography accompanied with an iconic element. Other notable IDDI clients include Ipic Theaters, Paramount, One Thousand Museum, Broward Performing Arts Center, Macy’s, Whole Foods Market, Starbucks, Royal Caribbean Cruise Lines, Starboard/LVMH, among many more world renowned brands.

For strategic communications to introduce the innovation-generating brand; enhance its distinctive brand positioning as ‘The Perfect Address’; increase market education on TPABS’s distinctive features, benefits and advantages and heighten awareness and engagement via a variety of channels and related initiatives, APOC leadership tapped Boca Raton-based Kaye Communications (KCOM). The ‘marketing’ PR firm that has spearheaded such destination brand marketing plans and initiative for the City of Boca Raton’s CRA: Downtown Boca and other iconic area commercial, residential, private club, hotel/resort and hospitality, healthcare public-private partnership and large-scale destination event clients in Boca and beyond. Plans include the design, build and messaging of the park’s first website, development of a TPABS news bureau for destination storytelling, and engagement in visually and multi-media-rich social media platforms, in addition to leading regional and national media relations efforts and strategic b2b and consumer-focused alliance-building and partnerships with diverse, yet compatible missions.

In approaching this exciting, game-changing project, IDDI President & CEO Sherif Ayad noted that there were three main design challenges that served as inspiration for design concepts: 1) being responsible for the new image of an area for at least the next 30 years, 2) the scale and adaptation of the design to existing elements and landscape and 3) how to integrate iconic design elements to become strong focal and interest points – reflecting the past, present and future within the environment. The visual branding was inspired by the elements, and the fusion of nature and the future. The accents of green came from the natural park elements as nature and natural elements were incorporated into the very contemporary, yet timeless design.

“Our ID & Design International team was very excited to be part of a project with so much history dating back to the late 70s, noted Ayad. “Our region is in constant urban renovation, looking back in history in order to design for the future is always a challenging situation. We needed to create a design that would last the test of time.”

APOC Transforms To Next Generation Commerce/Lifestyle Hub

Established in 1978 and soon recognized as the Grande Dame of commercial office parks (that set the standard in all of Florida), APOC was owned and developed by Arvida Corporation, a community and resort development company headquartered in Boca Raton. When Arvida Corporation was acquired by Walt Disney Productions in 1984, the 850-acre office park was sold to Tishman Speyer of New York City.

Currently the 700-acre business destination is owned by two APOC associations comprised of
66 property owners and managed by Irongate Real Estate Management. In 2012 the City of Boca Raton re-zoned the property from commercial office park to a designated “Planned Mobility” (PM) category, for land use that provides for multiple-use development. Per City of Boca economic development planning, “PM is designed to bring residences, places of employment, shops, restaurants, and other uses into close proximity in order to reduce reliance on vehicles and to advance alternative modes of transportation. People living in a PM area could walk or ride a shuttle to work, dinner, and stores.”

It now serves as ‘The Perfect Address’ for businesses, employers, and workforce seeking the Planned Mobility advantage, including companies: large and small, interested in business and Innovation, vibrant, yet balanced work/life environs, convenient nearby lifestyle, leisure, fitness/recreation, sports, culture, entertainment and play options.

The signature mixed-use, pedestrian-friendly TPABS features 29 acres of lakes/waterways;
28 acres of open green space; 1,160+ trees (including Black Olives/Shady Lady Olive, Ficus,
Live Oaks, Queen Palms, Sabal Palms and Royal Palms); the rugged picturesque El Rio Trail that runs through the property, 5.2 million square feet of office space plus 210,000 square feet with preliminary site approval, 554,000 square feet of commercial/retail space; plus 81,000 square feet with preliminary site approval, and three residential projects approved: 1,050 multifamily units.

The advantages of the new work/live lifestyle with an in-park residential component are many. TPABS is just minutes from all major highways and private airport, equidistant to/from two international airports and features free City shuttles to/from Boca’s Tri-Rail Station. It is conveniently located a few miles from two universities and one state college; A-rated public schools; award-winning private schools; sports arenas and stadiums; a world of shopping, dining, art/culture, recreation and nightlife, major destination events (i.e. Allianz Championship, Boca Raton Bowl, and Festival of the Arts BOCA) and pristine beaches and parks.

The benefits include a renewed sense of place, positive ecological impact, job creation, attraction of an enhanced talent pool, more opportunity for commercial developers and Realtors and new opportunity for residential developers and Realtors.

For more information on TPABS, contact Irongate Real Estate Management at 561-989-2417
or email Vivian Bernasek, Senior Property Manager at

View fact sheet here.

MEDIA CONTACT: Kaye Communications, Inc. 561-392-5166

Bonnie S. Kaye,, cell: 561-756-3099
Jon A. Kaye,, cell: 561-756-3097

EDITOR’S NOTE: Click here to view the full presentation.

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