Lori Lampe Portfolio

Lori Lampe C R E AT I V E B R A N D S T R AT E G I S T | P O R T F O L I O

An interesting journey never follows a straight path.

Marjan van den Belt

My Story Ever since I was a young girl, I was fascinated

In 2013, a man took a risk on me and hired

with houses, and specifically floor plans. I

me as a graphic designer at CRTKL. It was

would spend hours upon hours drawing wild

here that I learned the true communicative

and wondrous dream houses. I was also a

power of graphic design. It was here where

crazy crafter and DIYer, visiting the hobby

I was trained in visioning, positioning

store weekly, making paper props for my

and brand strategy. It was here that I was

dolls and even creating my own strategy

brought into the world of market research

board games. In school, English was always

and customer insights. It was here that I was

my favorite subject and I was probably

mentored and nurtured. It was here where I

the only student in the class who enjoyed

gained my confidence and my voice. It was

writing papers. I always knew I wanted to do

here that I grew immensely - personally and

something creative with my life, but I wasn’t

in my career.

quite sure what that would be.

I believe my creativity is ever-evolving, everAt first, I wanted to be an interior designer,

growing, just like my career path has been.

picking out fabrics, color swatches and

I never expected this would be my journey,

furniture for beautiful spaces. Then, I decided

but I’m so thankful for the opportunities I’ve

architecture would be a strong career -

had to pivot and grow in unexpected ways.

in fact, I went to college and majored in architecture. In the midst of designing

It’s true: the most exciting journeys are

buildings, I fell in love with information

never simple and straight.

graphics, identity design and typography. My first job out of college was as a marketing coordinator at an architecture firm. I saw it as the perfect fit at the time - getting to combine my knowledge of architecture with my passion for graphic design. However, I soon felt trapped, unable to spread my creative wings.

@LM_ArtNDesign at Victory Block D

Woodhouse Day Spa A Cozy Contemporary Refresh With new leadership and a vision for growth, Woodhouse Day Spas came to CRTKL to provide a refreshed brand

Our Brand Landscape 463+6)77-:)

OBSERVATIONS: Woodhouse Day Spa will transport the customer to a tranquil retreat that anticipates their needs and appeals to the ve senses.

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and experience for their elevated neighborhood spas.

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Beginning with an interactive virtual visioning workshop,

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CRTKL and Woodhouse stakeholders collaborated to

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define who they wanted to be in comparison to their competitors, what the brand’s unique selling proposition was and what mood/vibe they wanted to depict in their spas. Following the workshop, we drafted a visual Brand Experience Platform describing the refreshed brand vision, position, benefits, character and design attributes. This document became the foundation and guideline that everything else referenced. We cleaned up and modernized their existing logo, created a refreshed palette for brand collateral and worked with the interiors team to create a more welcoming and elevated experience in the built environment.

The refreshed brand and experience will more accurately reflect who the brand is while providing a resort-like escape for its customers.

Workshop, Brand Visioning, Brand Strategy, Identity Design

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Woodhouse is a retreat that goes beyond a day of wellness and seeks to reorient entire lives around wellbeing. It’s more than a local spa. It’s more than a place to relax. It’s a resort-level escape, which focuses on helping our guests integrate self-care practices into their daily lifestyle and enjoy time for themselves.

Porter at Port Imperial NYC Experience Across the River Porter at Port Imperial is an authentic and modern gastro pub that combines approachable food with elevated ingredients. Its open kitchen concept allows chefs to showcase their artistry while consumers can feed their curiosity within a welcoming environment. While the restaurant is across the Hudson River in New Jersey, the owners wanted to create a true New York City experience for diners.

CRTKL developed a hand-crafted logo inspired by a ship’s round porthole, referencing the site’s history as a nautical port and reflecting the casual gastro pub concept. The flexible identity kit of parts can be used for a wide range of media solutions. Additionally, we worked closely with the interior design team to seamlessly integrate exterior signage and interior environmental graphics into the space. The restaurant creates a magnetic environment that locals will want to visit from morning coffee to cocktail hour.

Visioning, Brand Identity, Environmental Graphics

K I T O F PA R T S

VISIONING SESSION // 01.23.2019

PORTER

BRAND IDENTITY GUIDELINES

A P P L I CAT I ON S

PIZZA OVEN

CAFE / PROVISIONS

WHAT DO I WANT?

OPEN DISPLAY KITCHEN

PATIO DINING

Younger / 1st- 3rd Date / Hang

Kitchen views/ action

WHAT DO I WANT?

WHAT DO I WANT?

WHAT DO I WANT?

Quieter space to unwind, still see kitchen

Casual, outside fun

Quick grab and go

WHAT DO I NEED?

WHAT DO I NEED?

WHAT DO I NEED?

More traditional service

Comfortable seating and service

UNEXPECTED?

UNEXPECTED?

ON S

WHAT DO I WANT? Action, happy hour, TV, flexible communal seating

WHAT DO I NEED?

People watching, drinks, apps / sharable plates

WHAT DO I NEED? Food / service

UNEXPECTED? Inner workings of prep/ process

UNEXPECTED?

Chef table, demonstrations

Projection TV

BRAND IDENTITY GUIDELINES

BAR/LOUNGE

Flexible doors to connect the inside to the outside

Convenience

UNEXPECTED? Quality offerings

8

The Porter brand identity system is a kit of parts that creates a uniquely-crafted visual identity. It’s use of different fonts and variation in arrangement and color keep it both modern and playful. The logo was inspired by a ship’s porthole, connecting back to the site’s nautical heritage in a contemporary and abstract design.

PORTER

4

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A P P L I CAT I ON S

BRAND IDENTITY GUIDELINES

Sola Salons A Vibrant Refresh Sola Salons came to CRTKL to provide a refreshed brand

Our Brand Position

Brand Position

Ferragamo Quality and design

and experience for their salon studios business.

We began with an interactive virtual visioning workshop with Sola Salon stakeholders and selected franchisees

10 min

If the next generation of Sola Salon Studios was a SHOE what would it be and why?

marry a Nike (function, innovation) with a stylish heel or wedge (style)

Tory Burch open toe mid-sized strappy platform heal because it's high-end, slightly edgy but stable.

Nike dunk low (on-trend & comfortable)

Jeffery Campbell - High-end, but still affordable by people who want to invest in themselves.

Trendy/fashion-forward but also comfortable, wear-able for a long time - Angela

Nike, Brand innovator

High-end open-toed wedge heel... pretty, stylish, but also practical, comfortable, let's you show off your personal pedicure (your style)

to define who they wanted to be in comparison to their competitors, what the brand’s unique selling proposition was and what mood/vibe they wanted to depict in their

high heel with some style. a unique, higher end look but something you can see yourself in and not somebody else.

Classic patent leather black pump: comfortable yet makes a statement.

Affordable, yet a staple wardrobe piece.

If the next generation of Sola Salon Studios was a FOOD what would it be and why? you don't necessarily order it, but you know it for it's quality

Filet Mignon quality (Vodka Martini straight up)

Halibut with a modern sauce because it's a solid, white fish, which pairs with a lot of different sauces, but with a unique sauce it can be really spectacular.

Negroni- gets job done w/ style

High end bloody Mary bar - lots of choices to make it your own, spicy, classic

Vodka Club soda

Tikka Masala...

Rich, full, distinct, satisfying, unique, but familiar

Flourless chocolate cake - Loved by most. Can share. Quality.

Classy.

martini - classic, elegant, sophisticated, bright

champagne on a beer budget

salons. Following the workshop, we drafted a visual Brand Experience Platform describing the refreshed brand vision, position, benefits, character and design attributes. This document became the foundation and guideline that everything else referenced. We cleaned up and modernized their existing logo, created a refreshed palette for brand collateral, and created campaign graphics to introduce the refreshed identity.

The refreshed brand and experience will more accurately reflect where the brand is going and provide a vibrant launch into the future of salon studios.

Reimagine... YOUR CAREER. TURE. Redefine... YOUR FU IMAGINE YOUR OWN PRIVATE SALON Floor to ceiling walls with a locking sliding glass door All overhead and Wi-Fi included in a flat weekly rent Full control over your environment and client experience IMAGINE WORKING FOR YOURSELF, NOT BY YOURSELF Control your schedule. Keep 100% of your profits.

Support and resources to help you succeed, including your own webpage 17,000+ salon owners to learn from and grow with

Workshop, Brand Visioning, Brand Strategy, Identity Design

IMAGINE INDUSTRY-LEADING TOOLS & EDUCATION Beautyhive: Sola-exclusive online distruptor SolaGenius: All-in-one salon management app Booknow: Onlne booking search engine Sola Pro: Sola-exclusive on-demand education app Sola Sessions: education from the industry’s best

The Future is Sola CONTACT US! LOCATION NAME ADDRESS 555-555-5555 NAME@SOLASALONS

Kim Pags Sola Pro since 2019

“Sola showed me my worth, gave me direction, and transformed me into the beauty professional I’ve always wanted to be!”

OBSERVATIONS: The next generation of Sola Salon Studios will be sensible and comfortable like a favorite sneaker or go-to cocktail, but will have a touch of high-end luxury like an iconic high heel or fancy steak. Sola will offer “practical luxury” to franchisees, beauty professionals and their clients.

There will also be an aspirational quality to the brand that is approachable and appealing to a wide variety of beauty professionals.

Color Palette We have introduced a combination of dynamic and neutral colors that complement each other and can be used in various combinations.

The Sola Blue feels electric and gives the brand a fresh look. It should be used as the primary color and should appear on all branding pieces.

The secondary colors Feather and Steel make up our supporting color palette. They should be used as accents on all branding pieces when additional neutral colors are needed.

The tertiary colors feature grounding neutrals of Graphite and Midnight, mainly to be used in typography. The pops of color of Ocean and Cloud Pink make the overall color palette feel vibrant and inviting. These colors should be used with discretion as small color accents on appropriate brand materials.

The gradients provide a playful overlay to the color palette. They serve as additional components to add variety to the palette.

PRIMARY COLOR

SECONDARY COLORS Sola Blue CMYK 70 / 26 / 0 / 0

Feather CMYK 2 / 2 / 2 / 0

RGB 31 / 160 / 239 PMS 299C

RGB 247/ 245 / 245 PMS 663C @50%

#1FA0EF

#F7F5F5

Steel CMYK 24 / 19 / 19 / 0

TERTIARY COLORS

CMYK 70 / 0 / 16 / 0 RGB 8 / 190 / 213 PMS 3115C #08BED5

GRADIENTS Cloud Pink CMYK 1 / 41 / 20 / 0 RGB 245/ 169 / 171 PMS 169C #F5A9AB

Midnight CMYK 82 / 71 / 59 / 75 RGB 16 / 24 /32 PMS Black 6C

Sola Blue to Ocean Gradient Sola Blue - 70 / 26 / 0 / 0 Ocean - 70 / 0 / 16 / 0 #1FA0EF - 08BED5

Ocean to Cloud Pink Gradient Ocean - 70 / 0 / 16 / 0 Cloud Pink - 1 / 41 / 20 / 0 #08BED5 - F5A9AB

#101820

Graphite CMYK 57 / 47 / 48 / 14 RGB 111 / 114 / 113 PMS 424C #6F7271

We have provided CMYK, RGB, PMS and HEX

RGB 194 / 194 / 194 PMS 441C #C2C2C2

Ocean

Steel to Graphite Gradient Light Grey - 24 / 19 / 19 / 0 Dark Grey - 57 / 47 / 48 / 14 #C2C2C2 - 6F7271

Inspiring Salon entrepreneurs to live their dreams.

COTA Resort An Exhilarating Addition Circuit of the Americas (COTA) is the premier destination for world-class motorsports and entertainment in the United States. Hosting the biggest names in racing, action sports and music, it sees over one million visitors per year. The client tasked CRTKL to develop a vision, design and investment brochure for a hotel, waterpark and sports resort to sit on the COTA property and expand the entertainment amenities.

CRTKL’s hotel and waterpark design was based on the concept of speed and movement from the rush of the neighboring race track. Feeding off the design, we developed a vision that spoke to the energetic indoor/ outdoor experience for guests of all ages. The investment brochure highlighted compelling market statistics, the benefits of this property as well as the overall design and experience envisioned. Geared towards the modern soul, this contemporary mid-rise hotel, indoor/outdoor waterpark and multipurpose sports center will bring Central Texas the experience it’s currently missing.

Brand Visioning, Investment Brochure

AT the culmination of entertainment, action and adventure, you’ll find a vibrant resort unlike anything else in the region.

Prime Prime Location Location TheThe Waterpark Waterpark Hotel Hotel & Sports & Sports Resort Resort is located is located justjust south south of the of the AustinAustinBergstrom Bergstrom International International Airport Airport in the in the rapidly rapidly growing growing Austin-Round Austin-Round Rock Rock MSA. MSA. Austin Austin is the is the state’s state’s capital capital citycity andand is within is within a three-hour a three-hour driving driving radius radius of the of the fourfour largest largest MSAs MSAs (Dallas-Fort (Dallas-Fort Worth, Worth, Austin, Austin, SanSan Antonio Antonio andand Houston) Houston) in Texas in Texas andand twotwo of the of the TopTop 10 MSAs 10 MSAs (Dallas-Fort (Dallas-Fort Worth Worth andand Houston) Houston) in the in the United United States.

States.

ThisThis vibrant, vibrant, centralized centralized areaarea is a is highly a highly desirable desirable location location for for residents residents andand visitors visitors alike. alike.

AACOMPELLING COMPELLING OPPORTUNITY OPPORTUNITY

DALLAS DALLAS 3 h 17 3 min h 17 min 195 miles 195 miles

TheThe resort resort will will be built be built in one in one of the of the newly newly designated designated opportunity opportunity zones zones within within the the state state of Texas. of Texas.

Opportunity Opportunity zones zones were were recently recently created created to stimulate to stimulate growth growth in economic in economic development development by providing by providing tax tax benefits benefits to investors, to investors, including: including:

AUSTIN AUSTIN Austin-Bergstrom Austin-Bergstrom International International Airport Airport 1 h 26 1min h 26 min 79.7 miles 79.7 miles

WATERPARK WATERPARK HOTEL HOTEL & SPORTS & SPORTS RESORT RESORT

SANSAN ANTONIO ANTONIO

HOUSTON HOUSTON

2 h 462min h 46 min 165 miles 165 miles

2. A 2. step-up A step-up in basis in basis for capital for capital gains gains reinvested reinvested in aninOpportunity an Opportunity Fund.

Fund.

The The basisbasis is increased is increased by 10% by 10% if theif investment the investment in the in Opportunity the Opportunity FundFund is held is held by the by taxpayer the taxpayer for at forleast at least 5 years 5 years and and by an byadditional an additional 5% if5% held if held for at forleast at least 7 years, 7 years, thereby thereby excluding excluding up to up15% to 15% of the of original the original gaingain fromfrom taxation. taxation.

<10 <10 miles miles

<90<90 minutes minutes

<3 HOURS <3 HOURS

fromfrom Austin-Bergstrom Austin-Bergstrom fromfrom San San Antonio Antonio fromfrom Dallas-Fort Dallas-Fort International International Airport Airport Worth Worth & Houston & Houston

17

17

1. A temporary 1. A temporary deferral deferral of inclusion of inclusion in taxable in taxable income income for capital for capital gains gains reinvested reinvested in aninOpportunity an Opportunity Fund.

Fund.

The The deferred deferred gaingain mustmust be recognized be recognized on the on earlier the earlier of the of dates the dates on which on which the opportunity the opportunity zonezone investment investment is is disposed disposed of orofDecember or December 31, 2026.

31, 2026.

3. A 3. permanent A permanent exclusion exclusion fromfrom taxable taxable income income of capital of capital gains gains fromfrom the sale the sale or exchange or exchange of anofinvestment an investment in aninOpportunity an Opportunity FundFund if theif the investment investment is held is held for at forleast at least 10 years.

10 years.

This This exclusion exclusion onlyonly applies applies to to gains gains accrued accrued afterafter an investment an investment in aninOpportunity an Opportunity Fund.

Fund.

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SB BETHESDA SENIOR LIVING TOWER

Age Group Comparison

1 Mile

3 Mile

DC

Maryland

United States

There is a population spike of older, established professionals with families within the 1-mile radius. Within the 3-mile radius there is a large percentage of Post Retirement residents.

6.58%

6.26%

4.99%

8.76%

6.96%

9.66%

9.41%

7.36%

10.81%

10.05%

12.92%

13.49%

10.32%

13.46%

12.71%

POST RETIREMENT

12.69%

13.40%

11.42%

13.40%

13.91%

12.61%

12.80%

14.99%

11.23%

15.00%

13.48%

13.36%

CAREER & FAMILY

22.19%

11.89%

16.81%

9.56%

9.17%

9.94%

8.58%

COLLEGE & EARLY CAREER

6.89%

22.49%

22.11%

18.79%

CHILDREN & TEENAGERS

21.86%

25

17.67%

Bethesda Senior Living The Next Generation of Senior Living When South Bay Partners decided to expand their residential portfolio to include mid-rise towers, they tasked CRTKL with developing a market research report that would inform their investors, designers and internal team of the opportunity that the specific Bethesda market provided them as developers.

0

0-17

18-24

25-34

35-44

45-54

55-64

65-74

75+

Source: Claritas Spotlight PRIZM Premier, 2019

CRTKL conducted extensive research with the client to uncover how to create a design that reflects the

S I T E & N E I G H B O R H O O D A N A LY S I S

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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sophisticated tastes of the Bethesda Baby Boomers who would be living here. It was important to uncover what makes the Bethesda resident happy. The data was extracted, analyzed and presented in a visually compelling way to the client team. From there, CRTKL designed a new community that directly aligned with the desires of today’s seniors who want to stay connected to their surroundings, while also having the assurance of a full range of senior services right where they live.

SB BETHESDA SENIOR LIVING TOWER

Upward Bound CHILDREN OF OUR RESIDENTS

WHO ARE THEY? Upscale families boasting new homes Dual incomes and college degrees Above average technology users who own multiple computers Frequently research and purchase all types of products online

THE DETAILS Owns a Toyota Goes to Yoga/Pilates Uses Spotify

W H AT T H E Y N E E D Family-friendly shops, restaurants and entertainment Activities for children Outdoor space

AGE RANGE: 25-44* * Average age within 1 mile is 41.49

Source: Claritas Spotlight PRIZM Premier, 2019

Market Research Report, Market Trends Analysis

S I T E & N E I G H B O R H O O D A N A LY S I S

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

“

SB BETHESDA SENIOR LIVING TOWER

Location is Everything Downtown Bethesda has many great transportation options, with many more on the horizon. From a recently expanded LimeBike dockless e-bike program to Bethesda Car Share via Zipcar, Hertz and RelayRides, residents’ transportation options are continuing to increase.

96 WALK SCORE WALKER’S PARADISE

68 TRANSIT SCORE GOOD TRANSIT

57 BIKE SCORE SOME BIKE INFRASTRUCTURE

1.34 VEHICLES

AVERAGE NUMBER OF VEHICLES PER HOUSEHOLD

Capital Bikeshare Docking Stations within 0.25 miles 3-minute Walk from Red Metrorail Red Line

New Proposed Metro Purple Line (March 2022)

Urban Parks

SB Bethesda Senior Living Tower

SB BETHESDA SENIOR LIVING TOWER

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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Seniors: Lifestyle Behaviors WHAT THEY VALUE

BOOMERS (AGES 55-73)

Trying new things

Some social media use

Pay more for eco-friendly products

Traveling

Active, healthy living

Watching videos online

Spend money on world trips

Community activities

Personal growth

Individual choice

Community service

Gradually adopting new tech Shopping online

Their children

SILENT

GENERATION (AGES 74-91)

PREFERRED LEISURE ACTIVITIES

FINANCIAL BEHAVIORS

HOW THEY USE TECHNOLOGY

Pay more for fresh food Spend money on pets Shop at boutiques Direct deposit

Cultural activities Golfing

Texting friends

Frugal savers

Gardening

Community service

Sharing content with family

Discount shoppers

Watching television

Family Focus

Use pre-installed software

Spend sparingly

“Waste not, want not” Pay for quality

Tradition and simplicity

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

1

WITH SO MUCH AROUND US, OUR BUILDING DOESN’T HAVE TO INCLUDE AS MANY AMENITIES.

2

UNIQUE AND UNEXPECTED AMENITIES ARE WHAT WILL MAKE OUR PROJECT STAND OUT.

3

DELIVERING OPPORTUNITIES TO ENGAGE WITH THE EXISTING COMMUNITY AROUND US IS CRITICAL.

Reading

Cultural activities

Source: Claritas

S I T E & N E I G H B O R H O O D A N A LY S I S

”

Entertaining neighbors

Schedules and rules

Duty before pleasure

Wrap Up & Key Takeaways

Undoubtedly, Downtown Bethesda is a vibrant urban community offering much to downtown residents. With an abundance of shopping, dining and everyday services within walking distance, residents of the SB Bethesda Senior Living Tower only need to step out of their building to find everything they need. As a result, our building doesn’t have to include as many amenities as it would need to if it were in a more suburban location. Unique amenities not currently available to seniors is what will drive residents to our building instead of others in the metro area. These amenities may include a rooftop terrace/garden, day-to-night transitional cafe/bar, combined library and art gallery and makerspace for residents.

SB BETHESDA SENIOR LIVING TOWER

BABY

– KEN HARTMAN, MONTGOMERY COUNTY REGIONAL SERVICES DIRECTOR

New Proposed Capital Crescent Trail

Free Bethesda Circulator

S I T E & N E I G H B O R H O O D A N A LY S I S

We’re a single-family city, a walkable city, a fantastic place to live.

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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SB BETHESDA SENIOR LIVING TOWER

AMENITIES

SB BETHESDA SENIOR LIVING TOWER

Food

The Evolution of Senior Living

Today’s seniors are demanding more from their food. Mainstream, option-less food is being replaced by globally-inspired options galore.

To provide food and beverage amenities that are truly unique, you must consider how the food industry is changing.

Seniors are taking more ownership of their aging experiences and demanding better spaces and unique amenities to help them enjoy life in retirement.

CUSTOMARY

ELEVATED

SENIOR LIVING OF YESTERDAY

UNEXPECTED

•

Bistro/Cafe

•

Chef-driven Restaurant

•

Day-to-Night Transitional Cafe/Bar

•

Bar/Cocktail Lounge

•

Food & Wine Pairing Events

•

3D-Printed Food

•

Grab-n-Go Provisions

•

Globally Inspired Food

•

Food Partnerships

•

Mini Vegetable Garden

•

Robotic Food Service

Source: Mainewine.com, Deshgujarat.com

S I T E & N E I G H B O R H O O D A N A LY S I S

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

SB BETHESDA SENIOR LIVING TOWER

INNOVATIVE

STANDARDIZED

INTERGENERATIONAL

FEW CHOICES

FULLY CUSTOMIZABLE

SUBURBAN ISLAND

URBAN

INDIVIDUAL SPACES

FLEXIBLE, OPEN SPACES

ONLY THE BASICS

MIXED-USE URBAN ENVIRONMENT

FOCUSED ON HEALTH & CARE

FOCUSED ON ENJOYING LIFE

EVERYTHING TO EVERYONE

CURATED FOR TARGET MARKET

SENIOR LIVING OF TOMORROW

Source: Senior Housing News; Granger Construction; Dallas Retirement Village

Proposed Amenities

S I T E & N E I G H B O R H O O D A N A LY S I S

After considering current comparables within the Washington, D.C. metro area and trendsetting projects around the nation, we believe SB Bethesda Senior Living Tower has an opportunity to own the amenity market in the Health & Wellness, Food and Hospitality categories.

Creating an environment that is refreshing, service-driven and innovative in features will make it a desired choice for senior residents in the area.

1

86

TRADITIONAL

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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SB BETHESDA SENIOR LIVING TOWER

T R E N D 0 6 : I N T E R G E N E R AT I O N A L L I V I N G

A New Way to Age

H E A LT H & W E L L N E S S

Most seniors are living longer, healthier lives, delaying entering independent living and instead choosing to age-in-place in newer apartments with a mix of generations surrounding them. From cohousing to site-sharing and true intergenerational apartments, this new trend for aging in place helps fight isolation and loneliness and boosts community and engagement.

Rooftop Greenhouse/Garden Walking Track

Outdoor Workout Stations Green Walls

2

FOOD

20%

Day-to-Night Transitional Cafe/Bar Mini Vegetable Garden

90%

94%

89%

Chef-driven Restaurant

Open Kitchen for Cooking Classes

3 S I T E & N E I G H B O R H O O D A N A LY S I S

OF AMERICANS ARE LIVING WITH TWO OR MORE ADULT GENERATIONS IN A SINGLE HOUSEHOLD

HOSPITALITY

OF SENIORS WANT TO REMAIN IN THEIR OWN HOMES AS THEY AGE

OF AMERICANS BELIEVE THAT OLDER PEOPLE HAVE SKILLS THAT CAN ADDRESS CHILDREN’S NEEDS

OF AMERICANS BELIEVE THAT YOUTH CAN ALSO MEET THE NEEDS OF ELDERS

Keyless Room Entries

Space for Pop Up Shops

Indoor/Outdoor Connections Rooftop Fire Pit

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

Source: Fast Company, 2019; Generations United Study, 2018

S I T E & N E I G H B O R H O O D A N A LY S I S

SENIOR LIVING TRENDS

TRADE AREA & TARGET MARKET

COMPETITIVE LANDSCAPE

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SENIOR LIVING TRENDS

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SB BETHESDA SENIOR LIVING TOWER

TREND 03: HOLISTIC WELLNESS

Ventana by Buckner

• COOPER AEROBICS PROGRAMMING

DALLAS, TX | AL, MC, SKILLED NURSING

• CHEF STEPHEN PYLES FOOD CONCEPT

This high-rise community offers a comprehensive range of hospitality services and a maintenance-free lifestyle. Opening Summer 2019, it will provide wellness amenities above and beyond a typical senior fitness center. It will offer programming from esteemed wellness organization Cooper Aerobics, dining venues with healthy food conceptualized by celebrated Chef Stephen Pyles and a collaboration with a lifelong learning program offered by Southern Methodist University. Ventana offers residents everything they want and anything they need.

S I T E & N E I G H B O R H O O D A N A LY S I S

TRADE AREA & TARGET MARKET

• LIFELONG LEARNING BY SMU

COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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COMPETITIVE LANDSCAPE

SENIOR LIVING TRENDS

A M E N I T Y & U N I T P L A N C O N S I D E R AT I O N S

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SB BETHESDA SENIOR LIVING TOWER

TREND 05: SMART TECH LIVING

Smart Tech Homes are getting smarter and smarter through the use of automation, making lives easier, safer and healthier. When people move to senior living facilities, there is a sense that they are losing control over their environment, but integrated IoT (Internet of Things) technology can help hand some of that control back to them. It’s not just about one particular item, but about how all of them work together for the health and safety of the resident.

Innovative smart home technology for senior living facilities include:

CIRCADIAN RHYTHM LIGHTING SHADE/BLIND CONTROLS LIGHTING CONTROLS

APPLIANCE CONTROLS

HEATING/AIR CONDITIONING PERSONAL ASSISTANTS S I T E & N E I G H B O R H O O D A N A LY S I S

TRADE AREA & TARGET MARKET

Market Tribes

AUSTIN

HOUSTON

E N T E RTA I N I N G I N N OVAT I V E C R E AT I V E

KEEP AUSTIN WEIRD. AND WIRED.

CLASSY W O R L D LY DYNAMIC

THE CIT Y THAT GOES BEYOND LIMITS

Understanding Tribes to Create Loyalty Well-known Texas developer Hines challenged CRTKL to host a collaborative workshop that discussed the future of the mixed-use industry, disruptive technologies, exploding markets and suggested next steps for their development team.

As part of this interactive workshop, CRTKL began with understanding the audience and what we called “building a tribe.” In order to build the tribe, we needed

DENVER

L AID BACK PROGRESSIVE ENTREPRENEURIAL

T H E M I L E H I G H C I T Y. G E T T I N G H I G H E R .

to understand the various markets where mixed-use developments are being built. To do this, we utilized secondary research, online reviews and news articles to create a “tribe profile” for three exploding mixed-use markets. The profiles included general stats about the market and what it is known for, stats that supported the tribe profiles as well as “new and cool” projects that are worth noting. This effort gave us a creative baseline understanding of the current markets while we brainstormed new potential tribe profiles that might arise in the future.

DENVER IS GROWING BUSINESS-FRIENDLY

Best City for College Graduates

Best Metro Area for Economic and Job Growth

Best City for Technology Jobs

Best Place to Live

Best City for Young Entrepreneurs

Sources: Forbes, 2016; Area Development, 2015; U.S. News and World Report, 2016

Market Research, Workshop

YOUTH REVOLUTION

Best Place for Business and Careers

DESIRABLE Best Place to Live

9.9

9.9 (out of 10) on U.S. News’ Desirability Index

OUTDOOR ADVENTURE • 4th most bikeable downtown in the U.S. • 6th most active city in the U.S. • 205 parks in city limits and 20,000 acres of parks in the adjacent Rocky Mountains • 85 miles of bike trails • Outdoor businesses generate $646 billion in Colorado

Source: Walkscore, 2016; BetterDocter, 2015; Denver.org; Denver Post

TECH & START-UPS

• 3rd best city for technology jobs • 2nd hottest place to launch a startup • 7th most educated metro area: 40% have a bachelor’s degree or higher CODA VELO ROOM • Tech firms leased 1.1 million square feet in 2016

NEW & COOL

BEER & CANNABIS

Source: Walkscore, 2016; BetterDocter, 2015; Denver.org; Denver Post

• Cannabis industry occupies 3.7 million square feet of industrial space in Denver • There are more dispensaries in Colorado than Starbucks, McDonald’s and 7-Eleven combined • Cannabis industry contributed an economic impact of $2.4 billion in 2015 THE TRADE DESK • 3rd in the nation for number of breweries with more than 300 in operation • Great American Beer Festival: 60,000 attendees and $28.6 million economic impact • $1.7 billion craft beer’s economic impact in 2015

NEW & COOL

Source: Walkscore, 2016; BetterDocter, 2015; Denver.org; Denver Post

NEW & COOL FICTION BEER COMPANY

BUILDING A TRIBE IS LIKE PUTTING TOGETHER A PUZZLE. THE PIECES ARE ALL DIFFERENT, THE PEOPLE ARE ALL UNIQUE, BUT THEY ALL FIT TOGETHER TO REPRESENT A BIGGER PICTURE.

City of Portland A New Life for Old Town Positioned next to Corpus Christi Bay with easy access to the city of Corpus Christi, the Old Town area of Portland had an opportunity to become the “main street” destination for the people of its town. The City of Portland engaged CRTKL to assist with a redevelopment vision and plan for Old Town to revitalize the area and give the residents of Portland a gathering place to call their own.

CRTKL kicked-off the project with a collaborative visioning session with city staff and key property owners.

During this workshop, we analyzed the context of the area, empathized with demographic segmentation

WHY DOES OLD TOWN EXIST? DOES OLDCALLING TOWN EXIST? WHAT IS WHY THE HIGHEST OF OUR BRAND? WHY DOES OLD TOWN EXIST? WHAT IS THE HIGHEST CALLING OF OUR BRAND? WHAT IS THE HIGHEST CALLING OF OURYEARS? BRAND? WHERE DO WE WANT TO BE IN 5 -10 WHAT IS THE HIGHEST OURYEARS? BRAND? WHERE DO WE WANT CALLING TO BE IN OF 5 -10 WHERE DOWE WEHOPE WANTTOTOBEBEININ205 YEARS? -10 YEARS? WHAT DO WHEREDODOWE WEHOPE WANTTOTOBEBEININ205 YEARS? -10 YEARS? WHAT BRAND VISION WHAT DO WE HOPE TO BE IN 20 YEARS? WHAT DO WE HOPE TO BE IN 20 YEARS? BRAINSTORMING

• Connect people and nature • Naturally connecting people • Respecting the winds of the past, while riding the winds of the future • Clean, safe, family fun • Multi-generational • A unique destination for locals and visitors alike • Social, cultural, and economic hub of the community • A place where everyone can come together • A source of community pride • Should create a “comeback” spirit • Should be well-known locally and regionally • Is “Old Town” a good description/name?

• A place with a “there, there” • Connecting people with natural assets • A place to stay awhile

• The heart of Portland • Old Town: life as you like it • Old Town: past meets present • Old Town: life simplified • Unique experience • Connecting with each other • Bring back Gem City of the gulf • Celebrate the wind • Family Friendly • The heartbeat of Portland • The heart and history of the Gem City • Attractive public places • Fun, eclectic energy • The heart of Portland, TX • The soul of Portland, TX • A place to feel engaged while being able to unwind • The cultural city of the Portland community • Wind city

• Windy city • Keeping the wind in your sails • Old Town -- a unique gathering place, reflecting the history of the region, providing fun & interesting entertainment for the residents and visitors alike.

• Unique, historic, opportunity for fun • Economic driver • Lose yourself in Old Town • Where history meets the bay • Live life in Old Town • Old Town live, work, laugh, enjoy, explore & return • Old Town -- the sparkle of the Gem City of the gulf • The friendly gathering place • Inclusive (multi-generational) • Active experiences • Arts culture • Eclectic

groups, brainstormed ideas and came to consensus on project goals. This effort defined the overall vision and experience for Old Town and set the tone for all future redevelopment plans. From the direction of the visioning session, we developed an illustrative brand book that

BRAND VISION KEY THEMES

described in-depth the vision and experience for the reimagined Old Town.

DESTINATION

HEART & SOUL

CONNECTED

FAMILIES

GEM

WIND

ECLECTIC

HISTORY

EXPERIENCE

Workshop, Brand Visioning, Brand Strategy

A BRAND IS THE PERCEPTION OF OUR DESTINATION BASED ON WHAT PEOPLE SEE, HEAR, FEEL AND EXPERIENCE.

PORTLAND RESIDENTS HOW DO I WANT TO FEEL?

TOURISTS

WHAT IS MY TOP PRIORITY

KEY LEARNINGS • Safe • Inspired • Welcomed/Connected • Proud • Important/Listened to • Engaged

• Comfortable

WHAT DO I WANT/NEED? HOW DO I WANT TO FEEL?

• Lowest taxes for the best services • Low crime • Mobility/Walkability

• Connected with people I already know • Towncenter

WHAT IS MY TOP PRIORITY

PROPERTY INVESTORS

COMMUNITY SPACE SHOPPING & DINING CONNECTIVITY ENTERTAINMENT PROGRAMMING • Entertainment for all • Shopping - art and • Welcome • Connection to history • Unique• opportunities local items • Gathering space • Activities • More restaurants • Comfortable • Sidewalks Shakespeare in the • Kiteboarding • Wayfinding/Maps • Exploration/Discovery • Lighting (variety) parks • Water sports • Special place • Safety• Bike lanes • Comfort • Interactive activities • Boutique • Pop-up stores • Open stages • Games • Outfitters/Outdoors • Farm to Market • Concerts • Programmed events • Pet supplies • Car shows • Amphitheater COMMUNITY SPACE CONNECTIVITY PROGRAMMING • Optimistic • Safe for children/families ENTERTAINMENT • Seating -- just to be & • Exotic pet needs SHOPPING & DINING • Outdoor• movies Return on investment • Investment makes good Excited/fresh sit • Christmas year-round • Opportunities for • Unique experiences • •Sidewalks • Community theater • Possible co-market • Property appreciation • Business sense • Authentic entertainment • Budget & types of • Bike trails • Cultural events • Clean up • Creative use of neighbors • Contributing Appreciated by community • Gathering food to neighborhood • •Bridging the gap • Music indoor space

WHAT DO I WANT/NEED? HOW DO I WANT TO FEEL?

WHAT IS MY TOP PRIORITY

& ENTREPRENEURS YOUR BIGGEST BUSINESSES TAKEAWAY FROM THE DAY • Arts • Cluster events

WHAT DO I WANT/NEED? HOW DO I WANT TO FEEL?

• Art and/or wine walks COMMUNITY SPACE SHOPPING & DINING CONNECTIVITY • Part of the fabric/community The expert • Programmed • “Restaurant row” • •Elevated views of bay the city Catalyst forfriendly change gathering spaces• Ambassadors • Trafficof generators • •Pedestrian • Need experiences rather than events

• Rotating public mural ENTERTAINMENT • Re-use• ideas (i.e. PROGRAMMING Momentum unused• Limited shippinggovernment • Full night out to • Small community involvement containers) include theater/amphitheater • Synergy with otherdining, businesses entertainment, • Art classes • Work/live balance and leisure • Pedestrian oriented • Free city events to CONNECTIVITY ENTERTAINMENT PROGRAMMING drive traffic

WHAT DO I WANT/NEED?

COMMUNITY SPACE • • • • •

Parks/plaza Walkability Safe Shaded Capture breeze

SHOPPING & DINING • • • •

Variety Eclectic Lock/chains Boat to table

• • • •

Walkability Stroll & linger Boat taxi Vistas

WHAT IS MY TOP PRIORITY

• • • •

Family friendly Event space 4-Season event More entertainment

• Combining/adding to existing events • Extend event day experience • Easter in the park • Civic/public art • Local

IT’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.

Design Principles Overview

1 4

2

NEW-OLD MIX

THE SPACE BETWEEN

5

3

A MODERN DISTRICT

REIGNING WINDS

6

COASTAL CHARM

HEALTHY STREETS

Front 44 WELCOME THE COMMUNITY

P R O M O T E T E X A S H O S P I TA L I T Y

A front porch attitude is all about friends, families and neighbors. Front 44 is a place where everyone can get together and enjoy one another’s company.

Circle T Ranch is renowned for its Texas hospitality and everyone is welcome to sit back, relax and enjoy the amenities of Front 44.

The “Front Porch” to a Cattle Ranch This project is about taking an exclusive ranch property originally closed off to the community and transforming it into an inclusive heart of the neighborhood that welcomes everyone in. Circle T Ranch is a 2,500-acre development in Westlake, Texas that combines a resort ranch compound with grand-scale regional shopping,

s

entertainment and dining.

Hillwood Properties turned to CRTKL to create a brand UNEXPECTED

es

g and regional tails and nts, Front ke it belongs t feels good.

N AT U R A L

DELIGHTFUL

our environment and work to

views, dining terraces and

strategy and identity for Front 44 – a highly crafted We embrace the beauty of Rooftop patios, fire pits, scenic

With unique views, amenities and programming, there’s always something new to experience as we stir the spirit on the unexpected at Front 44.

integrate it, so everyone can enjoy countless other relaxing spaces mixed-use development of office, F&B, entertainment what nature has to offer. bring a smile to the faces of those

and private residences, that’s the new “front porch” of who visit Front 44.

Circle T Ranch. Taking cues from the Texas Hill country, we created a distinct brand identity – everything from the vision and experience to naming, logo design and graphic standards – that reflects the history of the ranch within a modern mixed-use environment.

C A P T I V AT I N G

CONNECTED

Front 44 visitors return again and again because of the memorable moments, the engaging events and activities, the overall refreshing experiences. This dynamic atmosphere consistently provides the unexpected.

Front 44 offers intentional connections throughout the shops, the Circle T Ranch, the region, and each other. Whether by trail, wireless, game, or conversation, no matter the network, Front 44 is an integrated destination that encourages and facilitates connection.

d Strategy

ng the unique traits of the project Workshop, Brand Visioning, Research, Brand Strategy, Identity Design

2

Brand Identity & System A contemporary identity system that maintains the concept story.

2

Our Promise

EMBRACE THE LANDSCAPE

WELCOME THE COMMUNITY

P R O M O T E T E X A S H O S P I TA L I T Y

From the very beginning, Front 44 was designed to be a modern accent to this unique north Texas rolling-hill landscape, not a replacement for it.

A front porch attitude is all about friends, families and neighbors. Front 44 is a place where everyone can get together and enjoy one another’s company.

Circle T Ranch is renowned for its Texas hospitality and everyone is welcome to sit back, relax and enjoy the amenities of Front 44.

How It Feels

Welcome to the Neighborhood

WELCOMING

UNEXPECTED

Texas hospitality combines with an easy spirit and modern charm to make everyone feel at home.

With unique views, amenities We embrace the beauty of and programming, there’s always our environment and work to something new to experience as we integrate it, so everyone can enjoy stir the spirit on the unexpected what nature has to offer.

R A P I D GROWTH at Front 44.

N AT U R A L

DELIGHTFUL Rooftop patios, fire pits, scenic views, dining terraces and countless other relaxing spaces bring a smile to the faces of those who visit Front 44.

• 4th largest and fastest growing metro area in the U.S. • Top metro area for total job growth • 11.96% five-year population growth (Westlake)

W I D E S P R E A D P R O S P E R I T Y (Westlake) • $250,000 median household income • $1,800,000 average home value • Most affluent town in America

Our Values

READY TO WORK

GENUINE From native Texas landscaping and regional materials to modern ranch details and authentic environmental accents, Front 44 is a destination that feels like it belongs here. It’s a destination that just feels good.

1

• 67% of population have a college degree (Westlake) • 7th largest concentration of high-tech workers in the U.S. (DFW) CONNECTED • 8 accredited universities in the area (DBU, SAGU, SMU, TCU, Front 44 visitors return again and UTA, again UTD, Tarleton Front 44 offers intentional and connections TWU, UD, UNT, State University Texas because of the memorable moments, the throughout the shops, the Circle T Ranch, Weslayan University) engaging events and activities, the overall the region, and each other. Whether by trail, C A P T I V AT I N G

refreshing experiences. This dynamic wireless, game, or conversation, no matter the atmosphere consistently provides the network, Front 44 is an integrated destination unexpected.

A C A D E M I C E X C E L L E N C E that encourages and facilitates connection.

• #3 best charter school in DFW (Westlake Academy) • #6 best school district in DFW (Argyle ISD) • Northwest ISD is part of the Texas High Performance Schools Consortium

Brand Strategy Assessing the unique traits of the project

A new feeling has come alive on the hills of Circle T Ranch.

Brand Identity & System Welcome to Front 44.

A contemporary identity system that maintains the concept story.

Lone Star Brewery District A New Story for a Local Legend This project began with an immersive workshop based on the Design Thinking Process with the client and stakeholders. The purpose of the workshop was to establish a new vision for Lone Star Brewery District, one that would restore and elevate the brand, honoring its colorful history as one of San Antonio’s most unique landmarks and gathering destinations.

CRTKL developed a new brand story and style that

A LEGENDARY SITE

One of San Antonio’s most unique landmarks, Lone Star Brewery was more than a brewery and bottling plant —it was a gathering destination for the people of San Antonio. From 1930 to 1996, visitors enjoyed it for swimming, parties, concerts

and attractions. In 1956, the Lone Star Brewery purchased The Buckhorn Museum, featuring wildlife from all over the world, and built a facility to house the original bar and collection that would serve as their hospitality and sampling room.

Throughout its existence, the brewery remained a key part of the neighborhood and community, and today the buildings still stand tall as an icon to its legendary life.

restored the memory of Lone Star to the people of San Antonio. This new identity infiltrated all aspects of design, including a new logo that spoke to the history of the site while providing a modern brand image; brand guidelines for ensuring a consistent brand message throughout all aspects of the project; and a visual language carried through leasing brochures and convention boards for marketing the project. The planning, architecture, landscape design and signage also reflected the new brand story and style, resulting in a cohesive brand position for the long-term development of the project.

Workshop, Research, Brand Strategy, Identity & Graphic Design

1883

1884

1904

1918

1933

1940

1949

1965

1976

1983

1999

2012

Aldophus Busch builds the Lone Star Brewery in San Antonio, Texas.

The first beer is produced. Buck, Erlanger, Cabinet, Alamo and Standard labels.

The brewery outgrows it’s original structure.

Nine brick buildings are then built.

The brewery closes during the prohibition.

Prohibition ends, the brewery re-opens.

Lone Star beer is brewed for the first time.

The Lone Star Brewing Company goes public on September 2nd.

Lone Star is considered the world’s most beautiful brewery. Texas becomes one of the leading states for beer production.

The brewery is acquired by Olympia Brewing Company.

Lone Star is acquired again by Heileman Brewing company.

Pabst Brewing Company purchases Lone Star and maintains the Texas brewing tradition.

Lone Star goes back to its proud heritage with its new packaging with the historic “Shield and Star ” logo.

SECONDARY LOGO VERTICAL

AGED WINE

SMOKE STACK

LONE STAR RED

PANTONE 188 C CMYK: 33, 93, 74, 38 RGB: 121, 35, 46 #79222E

PANTONE 11 C CMYK: 65, 57, 52, 29 RGB: 85, 86, 90 #555659

PANTONE 485 C CMYK: 5, 98, 100, 0 RGB: 226, 35, 26 #E2231A

LOGO COLOR PALETTE AGED WINE

SMOKE STACK

LONE STAR RED

BLUE RIO

GOLDEN WHEAT

GREEN SALSA VERDE

PANTONE 188 C CMYK: 33, 93, 74, 38 RGB: 121, 35, 46 #79222E

PANTONE 11 C CMYK: 65, 57, 52, 29 RGB: 85, 86, 90 #555659

PANTONE 485 C CMYK: 5, 98, 100, 0 RGB: 226, 35, 26 #E2231A

PANTONE 633 C CMYK: 100, 36, 38, 7 RGB: 0, 117, 141 #00758D

PANTONE 7555 C CMYK: 16, 31, 100, 0 RGB: 220, 170, 0 #DCAA00

PANTONE 575 C CMYK: 61, 32, 97, 14 RGB: 106, 129, 59 #6A813B

GREEN SALSA VERDE

BUTTERCREAM

PANTONE 633 C CMYK: 100, 36, 38, 7 RGB: 0, 117, 141 #00758D

PANTONE 7555 C CMYK: 16, 31, 100, 0 RGB: 220, 170, 0 #DCAA00

PANTONE 575 C CMYK: 61, 32, 97, 14 RGB: 106, 129, 59 #6A813B

PANTONE 468 C CMYK: 12, 18, 39, 0 RGB: 223, 202, 163 #DFCAA3

PANTONE 468 C CMYK: 12, 18, 39, 0 RGB: 223, 202, 163 #DFCAA3

LONE STAR RED

PANTONE 11 C CMYK: 65, 57, 52, 29 RGB: 85, 86, 90 #555659

PANTONE 485 C CMYK: 5, 98, 100, 0 RGB: 226, 35, 26 #E2231A

A

GOLDEN WHEAT

TYPOGRAPHY

SMOKE STACK

PANTONE 188 C CMYK: 33, 93, 74, 38 RGB: 121, 35, 46 #79222E

A

BLUE RIO

BUTTERCREAM

AGED WINE

Aa

Homestead Display Use Homestead Display for headlines only. Headlines should be kept short and in all caps.

abcdefghijklm nopqrstuvwxyz 1234567890!@#$%^&*()?

Avenir LT Std 95 Black Use Avenir LT Std 95 Black for subheadlines. Subheadlines should always be kept short and in all caps.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

THE CHOSEN TYPEFACES CREATE A BOLD, YET APPROACHABLE VOICE FOR OUR BRAND.

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Aa

10

BRAND VISION THIS IS WHAT WE STAND FOR. IT IS THE CORE VALUE OF OUR BRAND.

Avenir LT Std 35 Light Use Avenir LT Std 35 Light for small text and body copy.

Never set a paragraph in all caps.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?

CREATE A DESTINATION THAT BRINGS PEOPLE TOGETHER.

New Center Urban District Rebranding a District with Rich Design Heritage New Center was originally envisioned as a “company town” for General Motors, defining the district by its iconic landmarks such as Cadillac Place and The Fisher Building.

As General Motors moved out, the district lost its original luster, but its historic legacy remained. A new rail line – as well as public, private, and philanthropic efforts – prompted New Center to undertake a rebrand, to become a walkable, mixed-use community not far from downtown Detroit.

CRTKL was tasked by the client, Midtown Inc, to develop a brand strategy and community engagement platform that

NEW CENTER ANALYSIS

would visually define the district and its neighborhoods, while creating a clear differentiator for the area by

WHAT YOU LOVE

The key takeaway during this exercise was: the evolution of New Center into a real neighborhood.

The bones are there, we need to infill with uses, services and community-centered activities that will make the neighborhood whole again.

WHAT YOU’D LIKE TO CHANGE

?

WHAT’S MISSING?

promoting a unified brand message. We facilitated an interactive workshop to establish the essence of New Center as a district, understanding competing districts, customer needs and points of differentiation. All of this was then translated into an illustrative brand book that provided a comprehensive overview of the reimagined New Center.

This effort helped generate community buy-in and local business investment throughout the re-imagining process.

Fisher Theater and New Center Park are regional draws for people who live in the suburbs of Detroit.

Workshop, Brand Visioning, Research, Brand Strategy

Basic necessities and services were widely expressed as part of what’s missing.

NEW CENTER AT MIDTOWN | BRAND CHARRETTE REPORT | AUGUST 16, 2019

NEW CENTER’S HOME TRUTHS

TARGET MARKET INSIGHTS

NEW CENTER REBRAND

OUR BRAND MATRIX BRAND BENEFITS United By Design Historic Fabric Classic Meets Modern Creative Opportunity An Inclusive CBD

BRAND POSITION

BRAND STORY

Detroit-Born Design Iconic Architecture Lifestyle Mix Easily Accessible Open to Innovation

Rooted in design and born of ingenuity, New Center will be a mixed-use magnet for the creative class.

Detroit’s Home-Grown Design District

Creative Rooted Visionary Inventive Unexpected

BRAND CHARACTER 29

Logo Tagline Identity Components Tone of Voice Environmental Graphics

BRAND EXPRESSION NEW CENTER: REBRAND STRATEGY

Rooted in design and born of ingenuity, New Center will be a mixed-use magnet for the creative class.

Our Story Just like people, brands have journeys. They eb and flow, have highs and lows, innovate and stagnate. Much of a brand’s journey is responding to the dynamic and shifting expectations of the customer. Customers are the ones that create the perception of a brand and ultimately define a brand to those around them. Therefore, we must speak to, empathize with, define for, respond to, and create with the customer.

A brand must be crafted BY its customer and FOR its customer.

Let’s continue crafting your brand together.

loridlampe@gmail.com 903.815.4401 Dallas, TX linkedin.com/in/lori-lampe/

@LM_ArtNDesign at Victory Block D

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