The Context
The city of Charlotte is a period of great change. Everyday, 112 people move to the city and new buildings, apartments, restaurants and bars sprout up on every corner. One development is planned for the middle of Plaza Midwood, a quirky and eclectic neighborhood known for it’s soul, craft beer and general easy-going vibes. The neighborhood locals are worried that the development of a massive mix-used apartment complex would change the identity of the neighborhood, pushing out the locals who have been there for years. The developers wanted to create a brand for their building that the neighborhood could rally around. And they wanted a team of local marketers to bring it to life.
The Learning
Above everything else, the client team wanted this development to be “the new hang out spot". A place that could be the new city event space that a food festival could take place. They also wanted it to be a place residents could spend their days and just hang out. So, to get the true feeling of this brand, we grabbed our bags and went to Plaza Midwood, talking ideas over local craft beer. If you boil the neighborhood’s idea down to a simple point- plaza Midwood is a place of converging cultures. At one establishment it's not an uncommon site to see investment bankers sitting next to drag queens next to students next to hippies all minding their own business. Plaza Midwood is a place where you can come as you are and be as weird as you want. Any building or brand needed to embrace that culture.
The Strategy
Get the eclectic, free-spirited residents of Plaza Midwood to accept and rally around the new Commonwealth development by demonstrating this development is furthering the culture of the neighborhood.
We created a brand identity to reflect the neighborhood. Across the community you’ll see squirrels everywhere running through in the leafy green oak trees that line the streets. Positioning this common sight with the regal Queen City crown brings Commonwealth to life with a touch of the unexpected humor of the neighborhood. The layered, printed treatment on the logo also brings an element of history and grit to the farm tool manufacturing plant that use to exist on the site. The development will also deliver on the strategy by supporting local retail, providing event space, greenspace to act as the center of the neighborhood.
See the full brand look at Cmmnwlthclt.com.
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