Activating Downtown Austin’s Creative Community
CLIENT
Downtown Austin Alliance
SERVICES
Brand, Digital, Copy, Motion, Toolkit
TAGS: Non-Profit, Community
The Downtown Austin Space Activation (DASA) program is a transformative initiative by the Downtown Austin Alliance, aimed at fostering a vibrant and authentic creative community in the heart of Austin. Mero Mero was commissioned to develop a marketing campaign that could connect with the stakeholders and not alienate the stakeholders, walking a fine line between corporate and authenticity.
Dubbed “XOXO, Downtown Austin,” the resulting campaign was a 'love letter' to creatives, small businesses, and real estate owners, inviting them to participate in the revitalization of downtown spaces. Using intimate, personal language and crisp, bright visuals, we extend our hearts, and spaces, to the people we love.
Designed for adaptability, this campaign empowers the Downtown Austin Alliance team with creative freedom. Recognizing the constraints of non-profit budgets, we prioritized resource efficiency, ensuring the team could produce impactful assets across all channels.
To ensure the campaign's longevity, we developed a strategic roadmap for its continued evolution and success. Leveraging distinct brand archetypes, bold typography, vibrant color palettes, and an extensive photo library, we're enthusiastic to witness how this initiative shapes Downtown Austin's future.
Our commitment to community-driven design shines through in the DASA campaign. Through a collaborative effort with the Downtown Austin Alliance, creatives, and property owners, we've successfully launched a campaign that revitalizes urban spaces while nurturing the culture and craft that strengthens Austin's community spirit.
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