Fifth + Broadway | Property Brand Development Case Study

Nashville’s most ambitious development project to date.

Fifth + Broadway is a one-of-a-kind luxury development in the heart of 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 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 premier 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.

How We Helped

We partnered on the property naming, brand development and design, collateral, website, signage, and much more. 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.

Scope

– STRATEGY
– MESSAGING
– VISUAL IDENTITY
– WEBSITE DESIGN
– DEVELOPMENT COLLATERAL
– SIGNAGE/ARTWORK

“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.”

— Dene Oliver | Chief Vision Officer - Brookfield Properties

BRAND IDENTITY DEVELOPMENT

EXTENDING THE BRAND

Fifth + Broadway Website Preview on Laptop

WEBSITE DESIGN

MATCHING THE DIGITAL WITH THE PHYSICAL

As an important component of the brand, we carefully designed their website to follow Fifth + Broadway’s refined, yet welcome brand. We centered design around awe-inspiring views of Nashville and modern building renderings to illustrate a fresh and lively 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. Mission accomplished.

Visit the site

SIGNAGE & ENVIRONMENTAL DESIGN

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 way-finding signage, digital and advertisement design, leasing brochures, and tourism materials, and provided photography and videography services throughout the duration of the project. Our partnership ensured that no stone was left unturned.