Branding for Nashville's largest and most ambitious development project to date.
Fifth + Broadway is a one-of-a-kind luxury development in the heart of booming, downtown Nashville. With premier shopping, world-class dining, live music, elegant offices, and upscale living space, Fifth + Broadway appeals to diehard locals and zealous tourists eager to get a taste of Music City. As the city’s largest mixed-use commercial/retail/residential property to date, within Fifth + Broadway you’ll find The Place, 31-stories of inspired, rentable living with a strong sense of community, and 501 Commerce, 372,000 square feet of chic office space. We partnered with Brookfield Properties to name, design, and fully develop the Fifth + Broadway brand, and continued our work through all brand materials, website, digital collateral, and property signage/artwork. Started from the bottom, and yes, now we’re here.
We partnered on the naming, creative concepts, logo/visual identity, and foundational brand messaging. Working closely with the Brookfield Property team, blurry objectives and blueprints turned into bold and beautiful branding. Our partnership on this project was comprehensive through and through, and from concept to creation, we helped bring this brand that combines bustling commerce and stylish gathering with luxurious comfort to life, and, in turn, changed the Nashville skyline forever. It’s ok, Batman building…you’re still number one in our hearts.
“To see Fifth + Broadway brought to life is awe inspiring. It captures all the magnetic energy and creativity of Nashville to craft a project that is truly unique.”
We explored versatile directions through each element of the project. We ultimately landed on a brand identity system where simplicity and clarity took center stage, celebrating a minimal approach that creates a sophisticated backdrop to the vibrancy of downtown Nashville. The minimal wordmark logo system stands out amongst the bright lights of lower Broad, yet ties in seamlessly with its surroundings, as the simplicity of the brand identity allows for a variety of applications.
EXTENDING THE BRAND
Our partnership on this project was comprehensive — from early-stage renderings, we worked to establish brand recognition and craft excitement and anticipation of the development’s opening. To this end, we’ve contributed to social media strategy, leasing brochures, and tourism materials, and provided photography services throughout the development of the project.
As an important component of the brand, we carefully designed their website to follow Fifth + Broadway’s luxury offerings and classy character. We centered landing page design around awe-inspiring views of Nashville and modern building renderings to illustrate a fresh, clean, chic look and feel. Short, refined copy reflects the sophisticated minimalism of the Fifth + Broadway ethos. Interactive display and an intuitive menu guides users and allows them to stay engaged and experience all that Fifth + Broadway has to offer. Mature hues, clear messaging, and contemporary photography make a vogue impact to match the development’s elegance. Overall, we want the user to feel like they’re walking onto the property online before they ever do in person. Together, we did a great job of accomplishing just that.
NASHVILLE LIKE NEVER BEFORE
Every aspect of the Fifth + Broadway brand is thoughtful and intentional. We ensured comprehensive consistency across all materials and brand touch-points, including marketing and social media strategy, building artwork design and signage, digital and advertisement design, leasing brochures, and tourism materials, and provided photography services throughout the duration of the project. Our partnership ensured that no stone was left unturned.