In the Heart of Florida, for a National Company

A new level of place branding revitalizes an existing neighborhood with a visual identity system and voice that unify and distinguish it from surrounding districts.

The Hourglass District

The Challenge

In order to breathe new life into a cherished part of the local community, National Real Estate reached out to us to create an engaging “place brand.” They were looking for a visual identity to represent the creative and inclusive vibe of the Hourglass District, and what it means to residents and visitors. As a place branding agency, we set out to create a brand that’s just as bold and innovative as this exhilarating area.

The Hourglass District

Our Strategy

Looking to beautifully brand this up-and-coming area, we created a vibrant and intriguing visual aesthetic that exists in the space between retro and hipster. Our neighborhood marketing was aimed at promoting the district to residents as a place to gather and interact while inviting visitors from all over Orlando to get involved in the community.

Services Used

Branding

Strategy & Positioning
Identity Messaging
Implementation
Environments

Creative & Production

Campaign Creation & Development
Adaptable Creative
Copywriting
Content Marketing
Website Development

Recognition

Campaign Core

Everyone wants to feel like they belong.

Reaching Our Audiences

The challenge for this engagement was to truly capture the spirit of the area and establish a strong place identity that would resonate with residents past and present – and that outsiders would want to be a part of. Our place marketing team approached the development of the new brand with an audience-first mindset. They first reviewed published Census and economic data for the area, identifying patterns in lifestyle choices, what residents buy, and how they spend their free time. We then conducted in-market qualitative research to identify types of people with a propensity to get involved and support this next chapter for the district. Insights yielded from the combination of primary and secondary research data led to the identification of two key audiences.

Our primary audience was a mix of older Millennials and younger members of Generation X who live in the district and surrounding areas. Our secondary audience consisted of people who have lived in the Hourglass District for 40+ years – residents who are very connected to the area and invested in its future.

Local Thrivers

This group is eager to see how their neighborhood can grow and evolve in the coming years. Exhilarated to be a part of this next iteration of the Hourglass District, they want to contribute to the success of their community. They are proud of their homes and the place they have chosen to live, and are excited about the future. At the moment, most are renters, but they are looking to change that. In fact, about 77% of our Local Thrivers say they strive to always be improving themselves and working for more in their life.

Firmly Rooted Locals

This group has a relationship with the Hourglass District that goes back years, if not decades. They feel deeply connected to their neighborhood and are more than twice as likely to own their own home than the average American. We wanted to honor everything they cherish about the area while also focusing on its next chapter. To that end, we melded the old and new in every aspect of the project, from architecture to brand voice.

Build Out

How we did it.

Build Out

As an experienced place branding agency, we crafted a personality and style that weave the history of the Hourglass District into a bold, modern, urban aesthetic. We then extended the range of the district’s reach, which has brought this hyper-local culture to surrounding areas. Our creative team designed everything from logos and websites to crosswalk art and skateboards.

Brand:

With a striking color palette and emblematic, retro logo, we delivered a unique and memorable visual identity for the district. Melding energetic patterns with bold hues, we turned this previously nondescript locality into a community icon, and we did it in a way that respects residents and visitors of all kinds, and encourages friendly interaction.

Website:

To give the brand story a platform from which to take flight, we developed a custom website to operate as a central hub for the area. This site serves as a resource that locals and visitors alike can use to find exciting adventures in the Hourglass District. From its intuitive design to its dynamic, mobile-friendly interface, this site makes the Hourglass District accessible to every visitor.

Immersion:

One of the goals of this project was to create a cohesive brand to span the entire area. To meet it, our skilled environmental designers found ways to bring the visual aesthetic to every corner. Leveraging all we’ve learned in decades as an environmental branding agency, we delivered thoughtful designs that promote the creative spirit of the neighborhood.

Experiential:

Going one step further to bring the new brand to life, our place branding agency created pieces locals and visitors can use to share the Hourglass District community experience. This includes everything from merchandise to branded food trays that reinforce the area’s inviting personality and strengthen its identity.

Color Palette:

Results

The Hourglass District has been featured as the new “it” spot for local foodies by Orlando Weekly, an outdoor market has debuted for the summer weekends, and many new restaurants have taken off. Plus, the Hourglass District social media pages are skyrocketing! We’re proud to work with our local community as a skilled place branding agency to give back to the city that we love and the home that’s shaped us.