Revitalize a bloodless, stale Business Improvement District—adding new vibrancy, glamour, & cohesion.

Create an identity that’s:

• High-end—but not uptight

• Luxurious—but not gaudy

• Vibrant —but not garish

• Confident—but not crass

• Distinctive—but not trying too hard

A fresh new identity that combines chic with bold:

Brand positioning & messaging

• Logo

  • Custom, sans-serif type is warm & strong—yet clean.

  • Extended stems & crosses of letters:

    • Suggest urban

    • Create infinite variety of elegant decorative patterns.

  • Colors

    • Foundational palette (pearl black & cream) is neutral & sophisticated.

    • Accent palette is intense—but handled with care.

• Messaging & Voice

  • Stakeholders were trained to talk about the District as a lifestyle destination that emphasizes high-end design.

  • Mission was created to give equal emphasis to commerce, community, & trendsetting.

  • Tonality was shifted from “generically cheery” to calm, cool, authentic, assured.

• Brand positioning & messaging

• Visual identity system

• Brandbook