Minneapolis Downtown Council
Real change was the essence of this downtown brand
Vacant retail spaces aren’t good business for downtown Minneapolis, neither is inequity. An inclusive solution was needed to create a vibrant retail experience appealing to diverse residents, visitors and businesses.
> Brand Strategy
> Brand Development
> Brand Implementation
> Marketing
> Brand Strategy
- research
- strategic planning
- brand blueprint
- brand architecture and naming
- distribution planning
> Brand Development
- naming
- logo design
- image system
- brand concepts
> Brand Implementation
- website development
- wayfinding
- in-store signage
> Marketing
- collateral
- social media
- print guerilla
- earned media
- promotions
Minneapolis Downtown Council
Real change was the essence of this downtown brand
Vacant retail spaces aren’t good business for downtown Minneapolis, neither is inequity. An inclusive solution was needed to create a vibrant retail experience appealing to diverse residents, visitors and businesses.
Brand Strategy >
Brand Development >
Brand Implementation >
Marketing >
Brand Strategy >
- research
- strategic planning
- brand blueprint
- brand architecture and naming
- distribution planning
Brand Development >
- naming
- logo design
- image system
- brand concepts
Brand Implementation >
- website development
- wayfinding
- in-store signage
Marketing >
- collateral
- social media
- print guerilla
- earned media
- promotions
Insight
Minority business owners faced considerable barriers getting retail space in downtown Minneapolis. Access to the many vacant spaces could ease this obstacle while bringing vibrancy back to the area.
Solution
A comprehensive brand targeting minority business owners, real estate management, downtown residents, workers and visitors. A brand signifying change, vibrancy and inclusion.
Outcome
Chameleon Shoppes continues to grow, providing retail space to 100+ vendors in both pop-up and permanent store fronts in downtown Minneapolis.
