Statewide Partners – Heritage Crossings Branding & Public Relations
INDUSTRY:
Real Estate Development
SERVICES:
– Brand Identity
– Brand Messaging
– Public Relations
– Event Planning
Building & Launching a Place-Based Brand That Connects the Past and Future
Statewide Partners, a family-owned real estate development and services firm that serves clients across the Mid-Atlantic region tapped GRIT to support brand creation and launch for a highly visible residential and commercial development project in York City. Key to the success of the project was crafting a brand would honor the site’s past and support its continued revitalization into the future and executing a groundbreaking event focused on engaging project partners, community leaders and neighbors in a celebration of the construction kickoff.
Creating a Brand that Honors the Spirit of a Place
The site of the new thoughtfully designed mixed-use development project played an important role throughout the region’s history as a center for industrial advancement, innovation and productivity. Today, it stands at the heart of a city-wide revitalization effort, surrounded by neighborhoods, historic sites, restaurants and community pillars that preserve and celebrate the past, while actively advancing the spirit of progress for York City. From naming through visual brand development and messaging, GRIT helped bring the Heritage Crossings brand to life. The brand provided a link from the past to the future and honored the site’s location as a hub to the rich heritage across the city.
Delivering an Intentionally Crafted Brand Suite
The mixed-use development plan for Heritage Crossings called for a dynamic combination of residential, retail and commercial spaces. Creating a successful brand meant understanding how to connect the larger “hub” brand identify with the individual sites and experiences to be created, while providing flexibility to grow and evolve through subsequent phases of development. To hit the mark, GRIT created a brand suite that provides clear designation of spaces and experiences planned across the development, delivering a foundation for successful wayfinding and experience delivery.
The approach to building the visual brand included a selection of jewel tones, which connected to the historic themes and aligned with the planned materials and color palette for the buildings. Unique visual elements including the core brand “H” mark and dashed accents offered a nod to the development plan, site location and history.
Planning & Executing a Groundbreaking Event to Celebrate Heritage Crossings
When Statewide Partners was ready to break ground on Phase I of the Heritage Crossing revitalization project and publicly unveil the brand identity, they asked for GRIT’s support to plan and execute a groundbreaking celebration. The goal was to bring together project leaders, government officials, economic development representatives, design and engineering partners and community members to celebrate the collaboration that was at the heart of brining the project to life.
From mapping out site logistics, signage and equipment needs to set up on event day, GRIT worked closely with the Statewide Partners team to ensure all details were in place for a successful event. Team GRIT also led efforts to invite stakeholders, partners, community members and elected officials.
Comprehensive public relations support for the event included:
- Coordination with the speakers, elected officials and stakeholders.
- Creation of talking points and foundational messaging for speeches.
- Development and distribution of the advance media alert and post-event news release.
- Coordination with media in advance of during and after the event.
Multiple print, online and TV outlets attended the ceremony and offered coverage of Heritage Crossings and the groundbreaking celebration.
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