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case study

Nelson Neighborhood Association

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NEIGHBORHOOD WITH A NEW PERCEPTION

Nelson Neighborhood is a vibrant community of all ages and ethnicity encompassing everything downtown Muskegon has to offer. The Association takes pride in the history of the area and strives to actively participate in the beautification and betterment of the neighborhood and its surroundings. They come together to ensure Nelson is an inclusive, safe, welcoming, family-friendly and wonderful place to build relationships, get involved, and have a home.

iconAsset 7 - Nelson Neighborhood Association
Project Goals

The Nelson Neighborhood Association wanted to refresh their brand to eliminate negativity and grow awareness of the neighborhood’s strong attributes for residents, businesses, and institutions. The goal was to promote their new brand to grow the community by attracting realtors and visitors, while also increasing membership and motivating neighborhood participation and involvement.

Asset 8 - Nelson Neighborhood Association
Our Approach

After kicking off the project with a Start With Why whiteboard, we brainstormed and came up with campaign theme and logo options. After the theme and new logo were chosen, we created a social media plan, signage and other support materials, a video and a website to showcase and build awareness of their new brand.

iconAsset 6 - Nelson Neighborhood Association
The Results

The fresh, new brand was unveiled, along with the video and website. Traffic to their site has continued to increase along with referrals from Facebook, and the number of new users. The video has been shared by multiple groups, new faces have been spotted at various events, and multiple people are now recognizing the new logo, all adding up to increased awareness of Nelson Neighborhood and all it has to offer.

nelson logo - Nelson Neighborhood Association
Branding

The Nelson Neighborhood brand needed to elicit a feeling of pride and excitement. The logo was designed to be a colorful representation of the streets and surrounding areas of the neighborhood. The tagline, “The Place To Be” was created and used with variations that highlighted aspects of the community, such as: the place to be adventurous, inspired, festive, involved, yourself, etc.

  • Logo and Tagline Development
  • Brand Standards
  • Voice Guide
nelson website - Nelson Neighborhood Association
Website

A new website was developed to showcase the brand and create awareness of the neighborhood and all it has to offer. It also serves as a hub for community information.

  • Website Design
  • Website Development
  • Website Management
Video Production

Part of the strategy we developed for Nelson Neighborhood was to tell their story through video…specifically, to have those who live, work and play here tell their story. The video promotes their new brand by featuring the wonderful people businesses, and places throughout the neighborhood, as well as the Association’s programs created to help their community grow.

  • Planning
  • Production
  • Editing
  • Copywriting
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