Midtown Association (formerly known as Midtown Business Association) contracted with 3fold Communications to develop a new name and visual identity for the organization.
Brand development for Midtown Association began with extensive research. 3fold’s first steps were to look at the organization’s audience and position in the Sacramento community as well as the organization’s goals and objectives. This research informed the entire creative process.
With research in hand, the task was to create a strategic brand that tells the story of Midtown Association and attracts the organization’s primary audiences.
AWARDS
Annual or Special Report
2017 Bronze Cappie Award
RESPONSIBILITIES
Original concepts, building out brand assets, creating brand style guide, and concepting rollout materials.
The launch of the new brand strategically aligned with some of Midtown Association’s key events and materials. This included the organization’s 2016 annual report, which was the first public-facing material with the new brand. The annual report is Midtown Association’s marketing piece that reaches the most stakeholders. Additionally, the new brand debuted at Midtown Association’s Annual Gala Preview event, a gathering of Midtown Association’s key stakeholders and partners to preview the theme of their annual gala (one of Midtown Association’s largest events) for 2017. Those two efforts, the annual report and the gala planning, sealed the launch phase.
The final Midtown Association logo was the result of extensive research guided experimentation. Each detail was designed to be aesthetically pleasing, and to resonate with appeal to the target audiences. Simple but quirky, this concept incorporated how Midtown reflects the best of both worlds for its residents and businesses. It is a place of innovation and entrepreneurialism, as well as a lively neighborhood full of character and one-of-a-kind finds. And right in the mix of everything is the MA, a bold lead for a bold neighborhood.
Midtown Association Rebrand
Midtown Association (formerly known as Midtown Business Association) contracted with 3fold Communications to develop a new name and visual identity for the organization.
Brand development for Midtown Association began with extensive research. 3fold’s first steps were to look at the organization’s audience and position in the Sacramento community as well as the organization’s goals and objectives. This research informed the entire creative process.
With research in hand, the task was to create a strategic brand that tells the story of Midtown Association and attracts the organization’s primary audiences.
AWARDS
Annual or Special Report
2017 Bronze Cappie Award
RESPONSIBILITIES
Original concepts, building out brand assets, creating brand style guide, and concepting rollout materials.
The launch of the new brand strategically aligned with some of Midtown Association’s key events and materials. This included the organization’s 2016 annual report, which was the first public-facing material with the new brand. The annual report is Midtown Association’s marketing piece that reaches the most stakeholders. Additionally, the new brand debuted at Midtown Association’s Annual Gala Preview event, a gathering of Midtown Association’s key stakeholders and partners to preview the theme of their annual gala (one of Midtown Association’s largest events) for 2017. Those two efforts, the annual report and the gala planning, sealed the launch phase.
The final Midtown Association logo was the result of extensive research guided experimentation. Each detail was designed to be aesthetically pleasing, and to resonate with appeal to the target audiences. Simple but quirky, this concept incorporated how Midtown reflects the best of both worlds for its residents and businesses. It is a place of innovation and entrepreneurialism, as well as a lively neighborhood full of character and one-of-a-kind finds. And right in the mix of everything is the MA, a bold lead for a bold neighborhood.
