xoxo, Downtown Austin
PROJECT DURATION
3.06.2024-6.15.2024
DASA (the Downtown Austin Space Activation) is an ambitious program looking to build a vibrant, connected, authentic community by connecting creatives, small businesses and open real estate. The Downtown Austin Alliance commissioned Mero Mero to create a marketing campaign to assist with the launch.
THE TEAM
Creative Director | Miguel Velarde
Copywriting | Bailey Yaeger
Motion + Video | Angelina Namkung
THE CHALLENGE
Despite rapid economic growth and a surplus of employees downtown, we have spaces no one is using and creatives and small businesses have ideas and talents not yet realized.
TLDR; A brand campaign with a tall order of problems to solve.
THE PROCESS
Months of research, rounds of iteration, feedback loops, and open discussions about realistic goals and objectives.
And a commitment to bring donuts to every pitch and in-person meeting
THE OUTCOME
We designed a campaign as a “love letter” to creatives, small business owners, and commercial real estate owners urging them to engage with the downtown space activation.
¡Que Chido!
TAKEAWAYS
IMPACT:
The brilliance of this campaign is that it is both formulaic and incredibly flexible, giving the creator the most control over the end result. With tight non-profit budgets and a robust team, it was critical that we were able to give the DAA team enough resources to create assets for every channel and every purpose.
Anticipating a long campaign life, our team also laid out a roadmap for how the campaign continues to evolve and succeed. Distinct brand archetypes, bold typography, vibrant color palettes, and an enormous library of photos, we’re excited to see how xoxo will help craft a new Downtown Austin for years to come.
FUTURE CONSIDERATIONS:
With the campaign rooted in people and personality, the possibilities to tell the stories in creative ways through video and motion are endless. There are also ways that xoxo can take a more experiential approach, such as creating personal gifts or writing literal love letters to a prospective demographic.
xoxodowntownaustin.com
PH: (512) 469-1766
EM: hello@downtownaustin.com