MIDTOWN ASSOCIATION
In early 2016, the cultural renaissance that had begun to take hold of Sacramento’s urban core was in full swing. Small businesses, restaurants and breweries, coffee shops and art galleries were flourishing, and the PBID that represented these businesses needed a rebrand to reflect their neighborhood’s vibrant rebirth.
Midtown Association needed an updated brand that served two purposes, to reflect and resonate with the vibrant and diverse culture of the district, but also serious enough to represent the business side of the organization while meeting and representing themselves in a government and business setting.
LOGO
ART DIRECTION
DESIGN
BRAND DEVELOPMENT
CONCEPTING
STRATEGY
BRAND LAUNCH
CONCEPTS
Brand development for Midtown Association began with research and design exploration. I worked with the organization's leaders to identify the core values that should define the brand: vibrant, cultivated, creative. My 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.
The client requested a few specific requirements—a specific color pallet, to incorporate “the grid” of the midtown area into the logo, and to incorporate the tandem bike in the design.
BRAND DEVELOPMENT
The client chose the first concept, this direction had enough character and playful-ness but was still buttoned up enough to have a seat at the board meeting.
After choosing a direction to move forward, I set to work building out the brand identity that was equally as charming and unique as the logo itself.
I expanded the brand across all the regular items such as business sets, a wordpress website reskin, social media graphics, a brand guide, and other printed and digital collateral.
LAUNCH & ROLLOUT
The launch of the new brand strategically aligned with some of Midtown Association’s key events and annual materials. This included the organization’s 2016 annual report, which was the first public-facing component with the new brand. Additionally, there would be a new brand preview debuted at Midtown Association’s Annual Gala gathering of Midtown Association’s key stakeholders and partners to preview the theme of their annual gala. Working in lockstep with our account manager of this client, Lauren and I worked together to plan, produce, and craft a rollout strategy for the many different pieces needed to complete the brand rollout across all avenues that the brand touched.
CONCLUSION
The new Midtown Association brand was hugely successful and greatly received by the community and stakeholders alike. My thoughtful and detail oriented approach produced a brand that appealed to the many personas that engage with the Midtown brand. Simple but quirky, the brand is highly versatile and incorporates how Midtown reflects the place of innovation and entrepreneurialism, a lively neighborhood full of character and one-of-a-kind finds, marking Midtown Association as a bold leader for a bold neighborhood.
