A unified brand
At an organizational level, the previous brand was bifurcated into economic development and transportation management and the region lacked any formal identifying name. D+i sought to create unity between the two halves of the organization while linking back to the region as a whole. By using the name Denver South for both the organization and the region it serves, we also provided the ability to speak consistently about the shared goals of both.
Defining success
The objective was to create brand attributes that not only linked the organization and the region inextricably together, but increase the recognition of the region beyond its own boundaries in a way that was appealing to potential new businesses and new residents alike.
The result
The teams at D+i and Denver South created a dynamic brand built on hope, optimism and the future-forward nature of the aspiring region. A comprehensive catalog of brand assets was developed ranging from custom photography and iconography, to data-driven marketing collateral, immersive interactive components, and traditional printed publications and public awareness advertising campaigns.
Particular success and recognition has been achieved through a growing set of community-driven video assets. The “My Denver South” campaign uses one-on-one interviews with community members and business leaders to help describe the advantages and benefits of the region. By utilizing their voices and unique points-of-view we paint a picture of the business and lifestyle aspects of Denver South that are relatable in a very human way.
