Midtown
Midtown is a planned real estate development project to be built on 22 acres in Blacksburg, Virginia. The planned new community will span nearly 5 blocks, featuring 250+ new homes, 100,000+ square feet of workspace, retail, and dining, as well as a park and possible new civil facilities for the police department and a Montgomery County Library branch.
Midtown Development Partners wanted to create a brand that speaks to not only the heritage of Blacksburg, but also to new young professionals, high-impact businesses coming to the New River Valley, and a new community space that connects to historic downtown and Main St.
Strategy
We started our process by engaging with the developers and other stakeholders to identify the basic ideas behind Midtown. Emotion for the community was important, so we listened to the personality the developers imagined for the large multi use space. Through our various research methods that enabled us to best understand the various stakeholders, we determined a clear creative direction for Midtown's logo and brand elements. We then translated the research into key design principles that are implemented throughout the Midtown Logo and other marks.
Branding
The identity for Midtown has been built around the idea of a central community cultivated through years of thoughtful conversation and consideration, where the town of Blacksburg lives and works.
Services incorporated in our Brand Identity Design for Midtown included:
— Logo and Identity
— Naming and Messaging
— Brand Guidelines
— Marketing Materials
Digital
The Midtown digital experience was an opportunity for Midtown Development Partners to debut the development to the public, and house information about the various phases of the project. We developed an easy-to-use, clean experience, bringing life to the renders and videos that showcase the proposed development.
