Giving a Kansas City historic district the love it deserves.
2 IABC Kansas City Quills
2 AMPS KC Gold
What We Did
Brand Strategy & Identity
Social Media/Content Strategy
About the Client
The Brookside Shopping District was built in 1918 and has been a popular neighborhood shopping, dining, and services center ever since. In 2014, the client decided that the brand was dated, past its prime, and ineffective at best. The client’s brand had not been updated in nearly nine years.
The Success Story
The “Forever, Brookside” campaign and strategy have won several industry awards, including two IABC Kansas City Quills and two AMPS KC Golds.
The goal of this rebranding campaign was to draw traffic and raise awareness of the local shops in Brookside. The Novella team created a new strategy and messaging but also a campaign mark, tagline, and modified logo. Over the years, we have worked with Brookside on logo design, marketing + brand strategy, event promotion, and all collateral graphics for events.
Brand repositioning of Brookside Shopping District located in Kansas City, MO. In 2014, the existing brand campaign was nine years old and failing to engage or inspire consumers. Further, the messaging was very generic and similar to what many other shopping and entertainment districts in the city were using in their marketing efforts.
This project involved brand repositioning of the Brookside Shopping District. We conducted an in-depth competitive analysis and identified nine competitors that were eating into Brookside’s sales and foot traffic.
Target Audience Analysis
In addition to the internal stakeholders, the Brookside merchants previously outlined, Novella Brandhouse researched residents who lived within a 13-minute drive of the Brookside shopping district. Based off our research, we identified both the primary and secondary audience personas.
The goal of this rebrand campaign was to draw traffic and raise awareness of the local shops in Brookside. The Novella team created new strategy and messaging but also a campaign mark, tagline, and modified logo.