Thinking Big:Our Signature Brand Story

SEEING & DOINGTHINGS DIFFERENTLY

CONT

ENTS

01/IntroductionPage 09

02/Our Brand Vision Page 17

03/Brand Platform Page 33

04/Brand Personality Page 55

05/In Summary Page 69

Our Signature Brand Story

This little book is full of Big ideas. In fact, it’s a manifesto about Thinking Big. Thinking Big enables us to see and do things differently… unlocking value everywhere.

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“DREAMIf you can

IT,Introduction

DO IT.you can

“– Walt Disney

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INTRODUCTION

Introduction

The Howard Hughes name is synonymous with the relentless pursuit of achievement. While his passions for aviation and the silver screen are legendary, it was his visionary investments in real estate that form the bedrock of our company today.

We adopted his name to represent our brand because his values are a great reflection of our own.

With passion, determination and limitless imagination, he built one of the great American empires of the 20th century.

As we spread our wings, our brand must represent the spirit of our people, our collective beliefs and our vision.

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OUR UNIqUE SignatureIntroduction

OUR UNIqUE Signature11

DRIVING OUR BRAND VALUE

Ward Village 1118 Ala Moana

Introduction

One of the most powerful strategies our brand can deploy is defining our values and aligning them with our customers - externally and internally.

While our brand can promise functional, emotional, experiential or self-expressive benefits, those values that are aligned with our customers’ are much more likely to achieve deeper and longer lasting loyalty.

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“If it were easy, everyone would do it.

“Introduction

– David R. Weinreb, CEO The Howard Hughes Corporation

“Luck is only as good as knowing what to do with it when it knocks on your door.

“

15

Chapter OUR BRAND

VISION

217

A BIG BRAND NEEDS A BIG VISION

Our Brand Vision

As Real Estate Developers, we take risks. Placemaking by its very nature takes tenacious vision, passion, creativity and sharp focus. It requires a dedicated team with a passion for excellence to make the kind of places people want to live, work, play, shop and enjoy for generations to come.

We love Real Estate.

But we are so much more than bricks and mortar. If there is value to unlock, anywhere, in any market, we will find it. There is a belief among our people that we will achieve greatness. Our vision is to be among the leading American brands of the 21st century. To achieve this goal, we all need to Think Big.

Thinking Big is mandatory for our team. Across the entire organization, every employee needs to Think Big to enable us to see opportunity where others don’t. It’s the very act of Thinking Big that enables us to unlock value – value for us, our shareholders, our team and our communities.

THINKING BIG

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WE LOVE REAL ESTATE...

Our Brand Vision

But we are SO MUCH

MORE than bricks and mortar.

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UNL CKSUMMERLIN

SHOPS AT SUMMERLIN

FASHION SHOW AIR RIGHTS

COTTONWOOD

ELK GROVE

REDLANDSPARK WEST

ONE ALA MOANA

WARD VILLAGE

IF THERE IS VALUE TO

Our Brand Vision

UNL CKBRIDGELAND

KENDALL TOWN CENTER

CENTURY PLAZA

SEAPORT

COLUMBIA

WEST WINDSOR

BRIDGES AT MINT HILL

110 WACKER

THE WOODLANDSRIVERWALK

CIRCLE T RANCH

ALLEN TOWNE

LANDMARK

ANYWHERE, IN ANY MARKET, WE WILL FIND IT.

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It’s the very act of Thinking Big that enables us to unlock value – for our shareholders, our communities and our team.

Our Brand Vision

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#1Our Brand Vision

OUR VISION IS TO BE AMONG THE LEADING AMERICAN

BRANDS OF THE 21ST CENTURY.

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Our Brand Vision

TO ACHIEVE THIS VISION, WE ALL NEED TO THINK BIG.

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Our Brand Vision

IF YOU DON’T HAVEA COMPETITIVE

ADVANTAGE,DON’T COMPETE.

““

– Jack Welch, Former CEO of General Electric

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Chapter BRAND PLATFORM ESSENCE & VALUES

333

OUR BRAND ESSENCE IS CENTRAL

TO OUR STORY.

Brand Platform

AUTHENTICITY

IMAGINATIVE THINKING COLLABORATION

TIMING IS EVERYTHING

PASSION FOR EXCELLENCE

STAYING THE COURSE

THINKING BIGSEEING & DOING

THINGS DIFFERENTLY TO UNLOCK VALUE

BRAND ESSENCE

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IF OPPORTUNITYDOESN’T KNOCK,

BUILD A DOOR

“

Brand Platform

IF OPPORTUNITYDOESN’T KNOCK,

BUILD A DOOR– Milton Berle, Actor. 1908-2002

“

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SEEING & DOING THINGS DIFFERENTLY

TO UNLOCK VALUE.

BRAND ESSENCE

Brand Platform

Today, we work across the U.S. adding value in our communities from Wall Street to Waikiki. If there is value to be created, we make it happen. It takes a certain amount of tenacity, confidence and self-belief to create value. We believe in each other and in our ideas. We go beyond the balance sheet to discover, invent, create, and ultimately, unlock value in everything we do. Thinking Big is at the heart of our brand and enables us to see value where others don’t.

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BRAND VALUES

Brand Values

When children start hearing words like ‘don’t’ and ‘can’t,’ they start seeing and hearing rules, and as a result, boundaries and limits are placed around their once limitless imaginations.

At Howard Hughes, we value imagination, period. By simply removing no from our vocabulary and culture, everyone who touches our brand is empowered to Think Big, maximize their creativity and produce world class innovation.

For us, there are no limits.

IMAGINATIVE THINKING

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BRAND VALUES

Brand Values

Collaboration is about mutual trust. A trust based on chemistry, competence, character, interdependence, honesty and integrity. We work together in good faith, as individuals and teams, to achieve a shared vision.

It’s about accountability, cooperation and transparency. We share in the risks... and the rewards.

COLLABORATION

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BRAND VALUES

Brand Values

We are a passionate bunch and love what we do.

We are especially passionate about making sure everything that we do is thoughtfully approached to develop a best-in-class product.

We hold ourselves to the highest standards, demanding greatness in every respect. It’s about doing whatever it takes – all the time. It’s about going further than others are prepared to go.

PASSION FOR EXCELLENCE

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BRAND VALUES

Brand Values

Anything really worth doing, whether in life or in business, requires persistence and perseverance. Staying the course means having the necessary foresight, capital and courage to stick to your plan.

Our commitment to following our plan remains steadfast in the face of criticism and obstacles, differentiating us from the crowd of competitors. We develop strategic plans and focus on financial impacts in years as opposed to quarters. We are constantly challenging our thinking as market conditions evolve, but remain committed to a successful execution.

STAYING THE COURSE

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BRAND VALUES

Brand Values

In business, timing is everything. We work with the future in mind, and we strive to outpace others every day.Our speed and commitment is dynamic, but above and beyond our enthusiasm and our intelligence, is our ability to pick our moments.

Being a leader means being first to see the opportunity, first to recognize value, first to set a vision and first to market.

TIMING IS EVERYTHING

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BRAND VALUES

Ward VillageBrand Values

It is critical that we have a strong sense of who we are, both as a company and in our plans for specific markets and developments. This sense of self allows us to be authentic and true to ourselves, our communities and our team members.

When we enter a new market, the first thing we do is work to understand the history and dynamics of the site as well as the needs of the community. Among our core principles, it is our commitment to authenticity that is our internal compass - enabling us to create iconic developments that will revitalize entire districts and serve each community in the best way possible.

AUTHENTICITY

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Brand Values

– William James, American philosopher, 1910

TO PERCEIVE THE WORLD DIFFERENTLY, WE MUST BE WILLING TO CHANGE OUR BELIEF SYSTEM, LET THE PAST SLIP AWAY, EXPAND OUR SENSE OF NOW, AND DISSOLVE THE FEAR IN OUR MINDS.

“

“

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Chapter BRAND

PERSONALITY

455

BRAND PERSONALITY

Brand Personality

Brand personality shapes the relationships customers have with the brand.

The strength of a brand and the loyalty it is afforded is often predicated on the emotional dimensions of a brand rather than the functional dimensions.

The emotional connections that a brand has with its customers are far more difficult for competitors to imitate.

One of the key drivers of these emotional connections is the perceived personality of the brand. When a brand has a well-defined personality, customers develop a unique bond, a special relationship.

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BRAND PERSONALITY

Brand Personality

Successful

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BRAND PERSONALITY

Brand Personality

Leadership

61

Influential

Sophisticated

SmoothTough

BRAND PERSONALITY

Secure

Strong

Confident

63

Honest

Ethical

No-nonsense

Daring

BRAND PERSONALITY

Adventurous

Friendly

Real

Spirited

Exciting

Provocative

Thoughtful

65

Intelligent

Entrepreneurial

Technical

Imaginative

ReliableBRAND PERSONALITY

Secure

Artistic

Fun

Trustworthy

Hard-Working

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Chapter IN SUMMARY

569

Thinking Big

Seeing & Doing Things Differently To Unlock Value.

Imaginative Thinking-

Collaboration-

Passion for Excellence

Brand Values

Staying the Course-

Timing is Everything-

Authenticity

#1OUR VISION IS TO BE AMONG THE LEADING AMERICAN BRANDS OF THE 21ST CENTURY. Brand Essence

BRAND OVERVIEW

Our Belief

Vision

#1It’s the very act of Thinking Big that enables us to unlock value – for our shareholders, our communities and our team.

UNL CK

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THANK YOU FOR BEING A PART OF THE HOWARD HUGHES FAMILY,

SHARING IN OUR BRAND VALUES AND HELPING US BUILD THE NEXT

GREAT AMERICAN BUSINESS.

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