Ohio City is a remarkable, beautiful, vibrant, complete and warm urban neighborhood whose “we are the makers” system of values is as relevant today as it was more than 200 years ago. Replete with historic storefronts, stunning historic housing districts and anchors like schools, churches, hospital and one of the world’s best public markets, Ohio City is an urban neighborhood like no other in Cleveland.
Aligning the stars for a big bang
To ensure continued growth, Ohio City neighborhood required a strategy that attracted new business tenants without compromising its integrity or values. Using a value alignment profile created via interviews with current residents, business owners and market vendors, TWIST built positioning that aligned traditional neighborhood values with the values of a new generation of artisan entrepreneur who chooses to produce and sell handmade goods. The positioning of “Cleveland’s Artisan Neighborhood” represented a moment of reclamation of what always belonged to this bohemian neighborhood.
The big bang moment would happen when the neighborhood first attracted business tenants that are a value match and then converted those business owners to homeowners thus further aligning with their values surrounding community belonging and sustainable living.
Building a heritage identity architecture
When we look at application of positioning to the identity of a place, we always are mindful that neighborhoods are not products, they are places where people live. Our goal with creative was to take cues from while not replacing the Ohio City flag and to build a connected system of visual assets that leveraged existing equity and moved it forward.
Spreading the word the Ohio City way
With a comprehensive visual language for the neighborhood established, the TWIST team built variations on those themes to become portable and fun moments that the community could push forward. In addition to the website and social media icons, we established a system of simple stickers and decals that show the makers pride in the community in a way that encourages storytelling by consumers and instills a sense of “look what I discovered” word of mouth.
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