What’s in a name? Attitudes, assumptions, associations – a lot! That’s why renaming Downtown at the Gardens was so important. Seeing as it wasn’t located downtown, we decided “The District” had a better ring to it, giving the development a strong sense of place and speaking to a more distinct lifestyle.
Once it had a name, it needed a concept. Our campaign for The District at the Gardens takes the saying “the difference is night and day” and twists it to simultaneously call out the development’s dramatic upcoming renovation and its attractive day-to-night experience. It translates flawlessly from B2B to B2C and served as inspiration for a new logo design, leasing brochure, e-blast, and fully responsive website.