Midtown Cleveland, Incorporated: Building loyalty to one of the fastest growing urban business districts in the U.S.

If you're searching for a Cleveland success story, look no further than MidTown Cleveland, Inc., an economic development organization responsible for revitalizing a once-neglected stretch of downtown. Despite a strong reputation for fueling economic growth since the mid 1980s, there was no sense of ownership in the "brand" that is MidTown. This translated into selective loyalty among older stakeholders and sparse membership among younger businesses. In addition, their messaging and collateral materials were inconsistent and failed to communicate their dynamic character or the rugged attraction of the Midtown area. Read more. . .

Nead Brand Partners dug in, with extensive staff interviews, surveys of nearly 800 area businesses, and an honest, comprehensive assessment of the limitations and possibilities. We discovered that many area businesses were unfamiliar with MidTown Cleveland's role, or were disinterested because the existing brand had little perceived value to them. Our strategy centered on building partnerships with area businesses and repositioning MidTown Cleveland as a valuable ally, working hard to help businesses prosper.

We developed powerful messaging and a visual brand through collateral materials and a rich, user-centered website that reflected what truly makes MidTown Cleveland an invaluable resource. We helped build excitement around a dynamic vision, communicated the many benefits of membership and aggressively positioned MidTown Cleveland for sustained growth.