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Downtown Lynn Cultural District brand presentation

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A presentation on the development of the Downtown Lynn Cultural District's branding.

Created by Martha Almy for the Downtown Lynn Cultural District. Used with permission. marthaalmy.com

Published in: Design, Business
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Downtown Lynn Cultural District brand presentation

  1. 1. The Lynn Arts & Culture District
  2. 2. Graphics appearing in this presentation are intended to illustrate concepts and suggested direction. They are not intended to represent final graphic identity.
  3. 3. Brand? • Brand is a cohesive vision (mission), supported by an organization’s behavior and illustrated by a variety of design and media tool create a relatable buy in. • The “ABC” approach: • • • Artifact (Design, Logo, Web) Behavior Cohesion
  4. 4. Example: Nike Cohesive Vision > Nike’s Mission Statement Our Mission: To bring inspiration and innovation to every athlete* in the world. *"If you have a body, you are an athlete." The asterisk is a quote from Bill Bowerman. Who is he? Legendary track & field coach at the University of Oregon, a teacher who showed athletes the secrets of achievement. Co-founder of Nike. We invite you to experience some of our inspiring products.
  5. 5. Example: Nike Behavior > Marketing and Media Public Relations Customer Service Sponsorship Philanthropic Support ALWAYS ON MISSION
  6. 6. Example: Nike Artifact > Design
  7. 7. You invest in the product to be the brand.
  8. 8. The Lynn Arts & Culture District PERCEPTION
  9. 9. BATTLING PERCEPTION Lynn, Lynn The City of Sin You Won’t Go Out The Way You Came In...
  10. 10. BATTLING PERCEPTION
  11. 11. Building PERCEPTION
  12. 12. The District IS invested in changing PERCEPTION through ACTION
  13. 13. Building The Brand
  14. 14. Building The Brand Brand Development > Working Toward Cohesive Vision • • • • • Research and information gathering • Team Building: Designers, Web Developers, Copy Writers, Development, Public Relations • Grant Research: ArtPlace LOI 10 weeks of group and individual meetings “In Lynn”: Historic and current research MCC Forum with other Districts Consultation: Providence, RI; Oakland, CA; Austin, TX; Salem, MA
  15. 15. BUILDING The Brand Brand Development > Why is the District important? • The District can build a new perception of Lynn by actively offering the City’s positive cultural and creative assets to residents and visitors. • A successful district has the potential to change the quality of life for residents and visitors, while creating a viable economic platform for the city.
  16. 16. BUILDING The Brand Brand Development > Who is the Desired Audience? • • • Families • Residents and Tourists Young “Urban Pioneers” Youth audiences that will grow into mature audiences, while encouraging diversity in attendance.
  17. 17. Building The Brand Brand Characterization > What’s that? • • Understanding how Lynn identifies itself Using other brands to inform characteristics If the Lynn Arts & Culture District were a....
  18. 18. Building The Brand ...car
  19. 19. Building The Brand ...beverage
  20. 20. Building The Brand ...shoe
  21. 21. Building The Brand ...publication
  22. 22. Building The Brand ...celebrity Bruce Springsteen Rihanna Kristen Stewart Sean Penn
  23. 23. Building The Brand Brand Characterization > Boil it down The Lynn Arts & Culture District Brand Is.... • • • • • • Quintessentially American Defined by a blue collar, ‘rough & tumble’ edge. Proud of the past but looking to the future Rebellious Storied: Many stories to share, past & present Real. No B.S.
  24. 24. The Lynn Arts & Culture District Brand SUGGESTED DIRECTION
  25. 25. The Brand MISSION
  26. 26. The Brand The Brand > Mission Mission Statement • [The Lynn Arts & Culture District] represents a citywide mission to engage Lynn residents and visitors in a renewed urban experience that is inspired by arts and culture.
  27. 27. The Brand DISTRICT NAME
  28. 28. The Brand The Brand > District Name Current Name • • Central Exchange Cultural District Building off the work that’s been done, consider changing the name. Why? A few key reasons...
  29. 29. The Brand The Brand > District Name Consider A Change: Reason #1 • • Of 100 people asked, 92% used ‘financial’ or ‘corporate’ as key terms in describing the function of ‘Central Exchange’. How does this relate to brand characteristics?
  30. 30. The Brand The Brand > District Name Consider A Change: Reason #2 • The desired audiences (working families, “urban pioneers”, youth) are displaying active mistrust of these terms and ideologies.
  31. 31. The Brand The Brand > District Name Consider A Change: Reason #3 • • Confusion with Cambridge’s ‘Central Square Cultural District’ One word apart with a more established brand.
  32. 32. The Brand The Brand > District Name Consider A Change • • • • Build off naming work that’s already been done. Use brand characteristics to appeal to desired audience. Limited number of Cultural Districts: Stand Out Set Lynn apart with a name that’s unique and on brand.
  33. 33. The Brand The Brand > District Name Consider ... Union & Exchange Cultural District Lynn
  34. 34. The Brand The Brand > District Name “Union & Exchange Cultural District, Lynn” • • • • • It’s WHERE we are (Physical Location) It’s WHO we are (Mission) It’s WHAT we’re doing (Unified, Exchanging) It’s HOW we’re doing it (Together, active) It speaks directly to WHY the District is important.
  35. 35. The Brand SLOGANS
  36. 36. The Brand The Brand > Slogans District Slogans & Tag Lines • Building new perception: Lynn, Lynn, the city of... • • City’s positive assets Food + Fun
  37. 37. The Brand The Brand > Slogans Suggested District Slogans • Primary: You Won’t Go Out The Way You Went In (Change agent; Transformation) • Secondary: Where Industry Meets Imagination (Positive Assets) • Tertiary: So good, it might be a sin. (Food, Fun)
  38. 38. The Brand The Brand > Slogans District Name & Slogans Union & Exchange Cultural District Lynn You Won’t Go Out The Way You came In
  39. 39. The Brand The Brand > District Name & Slogans Union & Exchange Cultural District Lynn Where Industry Meets Imagination
  40. 40. The Brand The Brand > District Name & Slogans Union & Exchange Cultural District Lynn So Good, It Might Be A Sin
  41. 41. The Brand DESIGN 1 Foundation
  42. 42. The Brand The Brand > Design 1 Foundation: Logo, Identity • • Design elements should align with brand characteristics. Design should speak to Lynn’s graphic history in a contemporary way. Graphic History?
  43. 43. The Brand The Brand > Design 1 Foundation: Logo, Identity • • Design simplicity to maximize versatility of use and integration with existing logos. Foundational design and style set should be strong and easily identifiable.
  44. 44. The Brand The Brand > Design 1 Foundation: Retro Modern • • • A Retro Modern graphic style is recommended. Nostalgic but new: In line with brand characteristics. Crossover appeal: Familiar for older generations, fun and comfortable, but “hip”, too. Retro Modern?
  45. 45. The Brand The Brand > Design 1 Retro Modern Logo Examples Designer: Ryan Cran
  46. 46. The Brand The Brand > Design 1 Retro Modern Logo Example Designer: Commoner, Inc.
  47. 47. The Brand The Brand > Design 1 Retro Modern Style Set Designer: Commoner, Inc.
  48. 48. The Brand The Brand > Design 1 Foundation: Logo and Style Guide • • • • Logo with variations Primary, secondary, tertiary fonts Color palette “On Brand” Consistency Style guide example
  49. 49. The Brand The Brand > Design 1 Foundation: Imagery and Voice • • Imagery - photography, graphics, video - of high quality, with brand characteristics in mind. Voice - copy, media (adverts): Fun, down - to - earth, giving it to you straight
  50. 50. The Brand The Brand > Design 1 Foundation: Voice - Instead of... “The Teen Arts Council (TAC) is an apprenticeship program for a group of teenagers who work for the [organization] in a variety of leadership and learning opportunities and serve as ambassadors promoting the [organization] in the Greater Boston community.”
  51. 51. The Brand The Brand > Design 1 Foundation: Voice - Consider this.... Teen Union & Exchange is an internship program that gives Lynn teens hands-on work experience in the Union & Exchange Cultural District. Whether you’re into marketing, the arts, or real estate, there’s an internship in the District for you. The application process is competitive, so put your best foot forward and represent Lynn’s finest.
  52. 52. The Brand The Brand > Design 1 Questions for Moving Forward • • • • • • Digital versus print: Important considerations for usage. Who will be using print materials? Usage considerations affect cost. $ into a print map? Why not digital? Desired audience and contemporary design use. Further conversation
  53. 53. The Brand DESIGN 2 Signage
  54. 54. The Brand The Brand > Design 2 Signage • • • Retro modern meets the street Apply design to street signage Speak to Lynn’s history in a contemporary way by use existing architecture for painted signage
  55. 55. The Brand The Brand > Design 2 Signage • • • • Sponsorship opportunities Potential for community engagement Keep it simple Proportion
  56. 56. The Brand DESIGN 3 Web & Social Media
  57. 57. The Brand The Brand > Design 2 Website: Basic Content • • • • • • • Simple, simple, simple Who: Arts Organizations, Businesses, City Hall, Artists... What: Events, Gallery Openings, Food, Exhibitions.... Where: Downtown Lynn! Parking, Public Transportation... When: Event Calendar How: Connected, Collaborative Why: Mission
  58. 58. The Brand The Brand > Design 2 Website: Content Build • • • • • Bringing it all together > Brand characteristics Create a District “hub” > Collaborative content build Use web building template with minor customization Effective, staged use of social media “One page” design at start One Page Design?
  59. 59. The Brand The Brand > Design 2 Website: One Page Design Example Toth + Co.
  60. 60. The Brand The Brand > Design 2 Website: One Page Design • All key info on one, scrolling page: Who, What, Where... • Keep page one dynamic: Info/imagery changes • Secondary information one layer down • Layer in more information as content is developed
  61. 61. The Brand The Brand > Design 2 Website: “Added Value” Content • • • Artist and Individual Profile Gallery Events Blog Create community investment and interest
  62. 62. The Brand The Brand > Design 2 Website: Social Media • • Start Simple: Facebook, Twitter • Social media network leads back to the source (Union & Exchange) • Create dynamic media (video, photo, audio) with organizations to create marketing content and populate other sites (YouTube, Pinterest) in year two and three. • Maintenance, maintenance, maintenance.... Think of all social media as an opportunity for ‘free’ marketing
  63. 63. The Brand The Brand > Design 2 Website: Maintenance and Strategy • • • • “Launch and done” = dead in the water Web and Social Media are dynamic, changing and require consistent, on brand maintenance Built with growth in mind: Year 1 > Year 5 > Year 10 More on maintenance later
  64. 64. Marketing OVERVIEW
  65. 65. Marketing Building PERCEPTION
  66. 66. Marketing Marketing > Overview Back to the Mission • Union & Exchange Cultural District represents a citywide mission to engage Lynn residents and visitors in a renewed urban experience that is inspired by arts and culture.
  67. 67. Marketing Marketing > Overview Back to the Mission • Union & Exchange Cultural District represents a citywide mission to engage Lynn residents and visitors in a renewed urban experience that is inspired by arts and culture.
  68. 68. What IS There To MArket?
  69. 69. Marketing Marketing > What Is There To Market? Messaging: Laying the Foundation • • • • City Wide: Lynn organizations, businesses and individuals acting together with cohesive vision - working the “deeper connection” Engage: Community Involvement and participation Renew: Revitalization of the Lynn urban experience = grants, mergers, infrastructure improvements Inspire: Programming
  70. 70. Marketing Marketing > What is There to Market? Individual Organizations
  71. 71. Marketing Marketing > What is There to Market? Individual Organizations • • • Individual Organizations: On brand programming, events District collaboration between organizations, businesses, individuals Marketing and PR assistance to District Organizations and artists living in the District
  72. 72. Marketing Marketing > What is There to Market? District Specific Programming: 3rd Thursday • + Immediate Programming (Year One): Renewing 3rd Thursday + = Lynn, Ma High School Band 3rd Thursday
  73. 73. Marketing Marketing > What is There to Market? District Specific Programming: 3rd Thursday • • • • Strategic collaboration between District organizations, businesses, individuals Builds off lessons learned > Educated and informed Can be promoted by all “Added Value” experience
  74. 74. Marketing Marketing > What is There to Market? District Specific Programming: 3rd Thursday • • • • Limited run: May > January Strategy sessions and calendar development January > May Reduce burn out Maximize creative collaboration By April the calendar is up on the District website & is “sharable”/publishable.
  75. 75. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project • Long Term Programming (Year Three): The Decade Project A single art event can change a city
  76. 76. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project A single art event can change a city Providence, RI WaterFIRE Some background...
  77. 77. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project “WaterFire is the award-winning sculpture by Barnaby Evans presented on the rivers of downtown Providence, RI. First created by Evans in 1994 to celebrate the tenth anniversary of First Night Providence, WaterFire has grown to become an annual public art phenomenon.... Average attendance is 40,000 a night, with numbers ranging from 10,000 to 100,000. Recently, attendance has increased from thousands to millions of visitors, with crowds reaching nearly two million per season. WaterFire is presented for free, with only ten percent of the funds needed to host WaterFire acquired through governmental means and the remainder coming from private and corporate donations.” waterfire.org
  78. 78. Waterfire Artist Barnaby Evans
  79. 79. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project • • • • • Waterfire related revenue, 2004: $55 Million* Waterfire related revenue, 2011: $109 Million* Visitors (groups of three/four) to Waterfire spend an average of $150.00 on food, beverages, etc.* Local, national, international tourist destination Related programming has developed as event has developed * Acadia Consulting
  80. 80. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project • • • • Waterfire makes creative use of physical and cultural assets. It creates sponsorship and community building opportunities It has created local jobs: 120 person staff + It draws over 2 million people per year. OK. But what’s the Decade Project?
  81. 81. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project The Decade Project is proposed as a long term, District wide exhibition of street art, showcasing compelling work from contemporary urban artists. It uses Lynn’s unique downtown features and industrial architecture to create an urban exhibition space, available year round to residents and tourists. The proposed project would kick off In 2015, with one street artist being invited to exhibit on an exterior surface within the district. Every two years - for ten years (a decade) - another artist would add a piece of original street art to the district. At the end of the decade, the first art work is painted over and a “new decade” begins. Some “street” artists....
  82. 82. Shepard Fairey
  83. 83. BLU Michael Lin
  84. 84. JR Winner, 2011 TED prize Why street art?
  85. 85. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project • • • • • Street art supports brand characteristics Historically established presence in Lynn Contemporary and culturally relevant Funding possibilities (grants, sponsorship) Catalyst for infrastructure improvement
  86. 86. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project • MANY programming opportunities from artist lectures (auditorium) to teen internship program (schools). • Organizations can participate in or create “Decade” particular programs, without the project overwhelming their individual missions. JR Speaks to audience at TED
  87. 87. Marketing Marketing > What is There to Market? District Specific Programming: The Decade Project • From internal to International appreciation; can represent Lynn community’s cultural facets while appealing to a broad audience • Taps into desired audience; destination event • Scale of project: See how it goes, interest generated, buzz, revenue from year one...three...five...etc. • Unique, Marketable and Measurable
  88. 88. Marketing Marketing > What is There to Market? District Food & Fun • • • • “Day at the Beach, Night on the Town” Connect Lynn’s assets for visitors...make it easy for them: Trolley shuttle from Central Square to the beach... Beach ticket parking receipt? 5$ off in the district...Incentives, Incentives, Incentives “From the Stars to the Street”
  89. 89. Marketing Marketing > What is There to Market? Mission Organizations & Artists 3rd Thursday Decade Project Food & Fun
  90. 90. Marketing Marketing > What is There to Market? Union & Exchange Engage Renew Inspire
  91. 91. MArkeTING Years 1 Through 3 Laying The Foundation
  92. 92. Marketing Marketing > Years 1 through 3 Laying the Foundation - Basics • • • • MCC Adams Grant through July, 2013: Brand, Design, Web for District = Deliverables There is 0$ and 0 staff: Consider both creatively and seriously Financing: District ‘dues’ for Marketing & PR assistance? Kickstarter? Grants: ArtPlace, Our Town
  93. 93. Marketing Marketing > Years 1 through 3 Laying the Foundation - Basics • • • • • Functional Network; Contracted Experience Consistent, mediated communication within District Women are critically important cultural drivers in Lynn (Arts After Hours > Zimman’s) Sustainability and maintenance key Avoid failed initiative
  94. 94. Marketing Marketing > Years 1 through 3 Laying the Foundation - Marketing Themes • District Development: Safety, infrastructure improvements • Programming and ‘Placemaking’ initiatives • Awards and grants received
  95. 95. Marketing Marketing > Years 1 through 3 Laying the Foundation - Marketing Themes • Encourage the “deeper connection”: Visitors come for one event, stay for more (Auditorium > Restaurants/Bars...Kids Programming/Shopping) • On brand “curated revitalization” of downtown: Parks & Performance, Bakeries & Breweries, Vittles & Vintage
  96. 96. Who Are We Marketing TO? The Resident & The Tourist
  97. 97. Marketing Marketing > Resident Stats Gender: Female 51% Male 49% Age: 40-64 26% 25-39 23% 7-18 19% Race: Caucasian: 64% Other Heritage 36% Other Heritage: Central America 35% Asia 29% Eastern Europe 14% Africa 9% Education: High School Graduate 55% High School or less 26% Bachelor’s/Associate 15% Employment: Employed 56% Not in labor Force 40% Unemployed 4% Employment Fields: Education & Health 20% Retail/Wholesale 17% Manufacturing 15% Arts/Entertainment 9% Household Types: Single Person 27% Married W/ Children 21% Married No Children 19% Single Mother 12% Household Income: Less than 30K 42% 30K > 75K 42% 75K > 150K 14% 150K + 2% Stat Sources:AreaConnect; Movoto; Trulia
  98. 98. Marketing Marketing > Tourism • • • • • The “local” New England Tourist > Auto Tourism Gateway City/Historical Tourism Foodies > Blue Ox, Pho, Tacos Lupita “Nature Tourism” > Urbanites who beach, hike... Music & Culture > Auditorium, Arts After Hours
  99. 99. Marketing Marketing > Years 1 through 3 Laying the Foundation - Marketing Tools • Define goals, determine staff option, create budget • Active Public Relations pitching stories relative to themes: Print, media • Social Media: Individual Organizations AND District • “Guerilla” Marketing: Creative, street, grassroots, buzz
  100. 100. Next STePS
  101. 101. Next STEPS Next Steps > Moving Forward Reconvene First Week of January • MCC Deliverables (Brand, Design, Web, Marketing Strategy): Decision making and execution • 3rd Thursday? Planning and calendar building • • Funding and Staff discussion Long term project discussion
  102. 102. 3rd Thursday You Won’t Go Out The Way You Came In
  103. 103. Be the brand

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