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, this beautiful city we call home. 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, and is the city’s largest mixed-used 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 with spectacular views of our exciting, neon-lit city. We partnered with Brookfield Properties to name, design, and fully develop the Fifth + Broadway brand from concept to creation, 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 from the ground up. Working closely with the Brookfield Property team, blurry objectives and blueprints turned into bold and beautiful branding. Strategy, messaging, visual identity design/brand standards, website design/development, building signage and artwork, sales and leasing materials, and ongoing marketing support…oh my! Our partnership on this project was comprehensive through and through, and from concept to creation, we helped bring this brand that combines bustling commerce, stylish gathering, and 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 focused on meeting the needs of 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 neutral, sophisticated backdrop for the diversity of vibrancy of downtown Nashville. The minimal wordmark logo system stands out amonst the bright lights and bustle of lower Broad, yet ties in seamlessly as the simplicity of the brand identity allows for a variety of applications as the city continues to grow and evolve.
EXTENDING THE BRAND
Our partnership on this project was comprehensive through and through—from early stage renderings we worked to establish brand recognition and craft excitement and anticipation of the development’s opening, including marketing and social media strategy, leasing brochures and tourism materials, and provided photography services throughout the duration and development of the project.
As an important component of the Fifth + Broadway brand, we carefully designed their website to follow the development’s in-progress luxury offerings and classy character. Our designers focused the 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 for potential partners and future tenants to stay engaged, learn more, and experience all that Fifth + Broadway has to offer with style and ease. 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 materials and advertisement design, leasing brochures and tourism materials, and provided photography services throughout the duration and development of the project. Our partnership ensured that no stone was left unturned, and our journey continues with the property as they grow closer to fully opening in 2021.