A new arts & culture experience in the heart of historic Shaw, Washington DC.
How do you develop a new arts & culture festival focused while empowering our local community of creators? JBG Smith wanted to ensure the new event would highlight area local businesses and residential areas - yet mindful that the Shaw area is home to a eclectic ecosystem of residents. We created the festival visual identity, messaging and digital footprint, while leveraging a keen understanding of the neighborhood culture, people and historical DNA.
We designed a 360 creative campaign to launch the city-wide event. Our branding and logo approach was inspired by the illustrious Alma Thomas - Shaw resident, artist and community organizer. The branding and design project was divided into three phases: research, design, and implementation. In the research phase, the team conducted a thorough analysis of competitor festival's existing branding, website, and social media presence. The insights gained from the research guided the design phase, where a new brand identity, website layout, and social media strategy were developed.
This is where we rolled out our organic grassroots street team marketing plan - ensuring all the elements from our workshops came through; wheat paste, business window decals, a-frames, map handouts, flyers, paint strokes, bold color blends, inviting, warm and artistic - just like the neighborhood, just like Alama.
More than just foot traffic - our goals for this inaugural involved was creating longevity. Our new marketing and content campaigns turned the inaugural event site into an engagement engine.
Artist surveyed reported a 45% ROI for their participation in the event - this included art/prints, merch, vendor products and donations.
From zero followers to 200% increase in engagement figures - our approach to successful in every facet, metric and social campaign. exceeding goals by 200%.
Local businesses that supported the festival saw a 25% increase in overall sales compared to non-holiday weekends and October historical sales data.