A Distinct District
Client
Freeland Management
Services
Art Direction, Brand Messaging, Strategic Planning
Industry
Construction & Development
Community leaders in South East Nashville needed a brand package to showcase the vision for an Innovation District that would bring a new sense of energy and commercial opportunity to the area.
Challenge
The property under consideration was the former Hickory Hollow Mall, which had been in decline for over a decade. The property transaction would require approval from the community, business owners, local leaders, and government officials, so a full brand package was necessary to showcase the vision for what this development could become.
Approach
After interviews, research, and a thorough discovery process, FoxFuel developed concepts that would could come together to best represent this trailblazing project for Middle Tennessee – Current and Speed. Looking for abstract representations as the building blocks of the new brand would give us a narrative to play with moving forward.
Solution
Even though the project was halted due to real estate complications, the result is a clear and powerful logo and messaging themes that brought together the possibilities of the campus and the unique aspects of location. FoxFuel designed a cohesive brand identity set involving naming conventions, logos, messaging, visuals, and environmental assets that would appeal to investors, entrepreneurs, public officials, and local community members.
