South Grand: Branding a District that Refuses to be Defined
How we created a brand platform versatile enough for a business district that’s home to both punk bars and baby boutiques.
Challenge
The South Grand brand hadn’t been touched in 15 years, during which time the surrounding neighborhood changed dramatically while perception stayed stagnant. And the old tagline, “A Flavor All Its Own” did little to spotlight the variety of businesses in the district.
Insight
South Grand is six blocks packed with the densest culture and creativity St. Louis has to offer. The fact that it’s so hard to define is what makes it so great.
Solution
A brand family built for versatility, with a logo structure designed to take on many colors, textures and forms to reflect the many facets of an ever-evolving neighborhood.
South Grand has long been a hub for people bold enough to bet on themselves and their community. With 23 immigrant-owned businesses, the entrepreneurs who call the district home are redefining what it means to be a “maker.” They understand that doing it yourself also means being yourself, which is why South Grand has always also been a beacon for embracing inclusivity.
With its historic architecture, melting pot population, and distinctive foliage, we needed a system that could celebrate being many things at once.
Eclectic is Electric
The brand tagline, “Eclectic is Electric,” packs a double-punch, paying homage to both the district’s nightlife and its vibrant, contagious energy. And as one of the most diverse corridors in Saint Louis, we wanted to make its trademark eclecticism something to rejoice in.
Primary, Secondary, Complementary
The two primary logos are a nod to the district’s vibrant day- and nightlife. From 30-year-old dive bars to 3am clubs, South Grand has always been a destination for night owls and families alike. An expanding library of additional logos were created to reflect the eclectic array of small businesses and distinctive neighborhood features.
The brand lives in print, the web and social media, so it needed to be flexible. Hundreds of icons, simplified versions of the logo and illustrative design elements were created so that the magic of South Grand could be felt, regardless of the media it lived in.
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Everything came to life in a high-energy animated brand launch video.
A La (Night) Mode
When reimagining the new southgrand.org, we started with the knowledge that most users come to the site for one thing: to figure out where the district is, and what’s going on there.
We began with an animated (in every sense) brand video, and introduced an unmissable map of the six precise blocks that make up “South Grand.” A new event calendar allows users to add anything of interest directly to their personal agendas, and seamlessly share and connect on social media.
Less practical, but the most fun? A “turn me on” toggle that transforms the site into a thrumming, neon landscape befitting the electrified after-dark experience.
Natasha Brahimi
CID Board President
Results
South Grand’s brand relaunch was picked up by local press, including Saint Louis Magazine. Executive Director Rachel Witt told the publication: “Some things take the back burner. You’re just like, ‘Oh, we’re not going to worry about that. It is what it is. We’ll just keep what we have.’ And then seeing Caroline’s excitement and her team’s excitement—it’s like, sometimes you get into a rut and you need that breath of fresh air from people.”
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