Brand voice, strategy, messaging, campaign development
River City is downtown Chattanooga’s economic development company, founded upon the idea that the city's urban core is essential to the way the region works, plays and lives. After 20+ years in existence, they asked us to lead them through a rebranding and develop their communications plan.
We recommended starting with a 300–foot love letter — painting “downtownup” on the side of a new development. Starting conversations that are open-ended, with interpretations that were widely varying, but always optimistic. Then we created a hit list of urban prototypes: Center Park, BoomTown (AIA Tennessee), Pop Up Retail, and a brand voice championed by local businesses, all of which River City and their partners developed. As a capstone, we named “The Block,” a colossal square of retail and facade–rock climbing that is the new centerpiece of downtown.
"You are truly amazing. I love collaborating with 26 Tools. It's exactly what I was trying to say. Like my voice, but so much better." – President, River City Company