University Cultural Center Association has teamed with
Lovio George to create a comprehensive district brand for Midtown.
Meeting with stakeholders, visitors and business owners led the branding team down a path that works to emphasize the cohesiveness of the neighborhood -- and what makes it unique. "We got a sense of what core values [are here], what makes Midtown different that anywhere in the region, or anywhere in Detroit, for that matter," says Jim Boyle, vice president of integrated marketing for Lovio George. "We are developing a language for how Midtown talks about itself -- the major message is 'Where Life is Art.'"
The branding package will include brochures, area guides, window stickers and information packages to give to perspective and new investors in the area.
A major aspect to the campaign is getting individual stakeholders to look at the neighborhood assets as a whole, rather than their own individual characteristics. He cites the Detroit Institute of Arts, where he worked until recently, as an example. "There is value to the DIA to market themselves within the context of a vibrant neighborhood," he says. "This way, we all kind of rise."
Source: Jim Boyle, Lovio George
Writer: Kelli B. Kavanaugh
Enjoy this story?
Sign up for free solutions-based reporting in your inbox each week.