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string(3272) "Storytelling
The history of the Reeves Center and the U Street Corridor is a rich and celebrated heritage.
Anchored by the famed Howard University, the U Street District served as the economic, cultural, and spiritual center for African Americans during the height of the Jim Crow era. Nicknamed “Black Broadway,” U Street was home to over 200 black-owned businesses patronized solely by African Americans.
U Street transformed at night, serving as the prominent symbol for black culture and sophistication amid the racial and political tensions of the time. African American activists, intellectuals, politicians, artists, lawyers, and businessmen would visit Washington, DC to the U Street corridor to “bask in black excellence.”
In order to effectively communicate the importance of this place, the MMD branding team developed a series of assets to help tell the story, to educate and to inspire.
Brand Identity
A logo for the Reeves CMC team was created, along with a style guide dictating typography style and color palette that would distinguish the team and its vision.
The new “look and feel” would inform all assets across all communications vehicles in a unified, consistent and compelling way.
Positioning and Key Messages
As part of the storytelling and brand identity, key messages were developed, including a tagline and positioning statements. This content helps to differentiate this proposal and clearly articulate its intent as well as key components of this plan, such as the design of the Frederick Douglass Plaza and Marion Barry Amphitheater.
Website and Digital Marketing Strategy
Very early on in the process, a website was developed as a key communications tool, and the site has been refreshed daily with key updates. The site includes information on tenant and community partners, and features the opportunity for visitors to learn more about the project and to voice their thoughts and support if they choose.
Social Media Strategy and Execution
Also very early on, a social media campaign was launched across Twitter, Instagram, Facebook and LinkedIn providing a way to engage additional audiences and share important news and updates with a broader community.
Collateral (flyers, posters and other print assets)
A variety of visual assets were created, including posters, flyers and signs to support the communications efforts in the community. Assets included infographics, which helped to communicate key facts in a concise, easily-digestable way, and were shared on the website and across the social media channels.
Advertising, Public Relations and Event Strategy and Execution
The MMD team assisted with additional communications efforts as part of the overall marketing mix. An opportunity to host a screening of the documentary “AILEY” , for example, was a great way to reinforce the partnership with the Ailey School.
“We are proud of this coordinated effort as we work with our partners to tell the story of our vision for this iconic place in our nation’s capital.”
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MMD works with developers to brand their projects, build awareness and reach, and engage stakeholders with powerful communications assets.
MMD has partnered with developers CSG Urban Partners, MRP Realty and Capri Capital Partners to respond to an RFP for the redevelopment of the Frank D. Reeves Center at 14th & U Streets in Washington, DC. In addition to the development team, the design team consists of Michael Marshall Design, PGN Architects and Bradley Site Design.
The Frank D. Reeves Municipal Building at 2000 14th Street, NW in Ward 1 is located within the U Street corridor.
It’s been a longstanding and historic hub of cultural, educational and commercial life for African Americans in DC, and the area continues to be one of the District’s most flourishing destinations. In late 2020/early 2021, the DC Office of the Deputy Mayor for Planning and Economic Development released an RFP for the redevelopment of this project. The Reeves Center is named after Franklin D. Reeves, a lawyer and civil rights activist who worked for the NAACP, which is seeking to relocate its national headquarters to Washington, DC to this development.
This project is culturally significant to the local history of Washington DC, the NAACP, and to the broader history of the nation. The Reeves CMC team, in planning its RFP proposed response and redevelopment plan, knew it would be very important to communicate its vision in a compelling way.
While planning the response to the RFP, MMD branding worked with the Reeves CMC team planned a number of deliverables to help tell the story of their proposal and plan for the redevelopment. Most importantly, the Reeves CMC team wanted to ensure the community, the ANC and other key audiences were engaged from the very beginning. The team also initiated discussions with the NAACP, an equity tenant partner and additional tenant partners to include Alvin Ailey American Dance Theater, VIVA School, and the Washington Jazz Arts Institute.
To support the outreach, the MMD team created a brand identity to help tell the story of the place and the proposed redevelopment, spearheading the plans to engage the community.
As part of the effort the team has sought community feedback in a variety of ways including weekly engagement meetings in front of the Reeves Center and at Ben’s Chili Bowl, where members of the development and design team set up tables to meet passersby, hear their thoughts, and have conversations about the neighborhood and plans.
The components of the branding assignment included:
Storytelling
The history of the Reeves Center and the U Street Corridor is a rich and celebrated heritage.
Anchored by the famed Howard University, the U Street District served as the economic, cultural, and spiritual center for African Americans during the height of the Jim Crow era. Nicknamed “Black Broadway,” U Street was home to over 200 black-owned businesses patronized solely by African Americans.
U Street transformed at night, serving as the prominent symbol for black culture and sophistication amid the racial and political tensions of the time. African American activists, intellectuals, politicians, artists, lawyers, and businessmen would visit Washington, DC to the U Street corridor to “bask in black excellence.”
In order to effectively communicate the importance of this place, the MMD branding team developed a series of assets to help tell the story, to educate and to inspire.
Brand Identity
A logo for the Reeves CMC team was created, along with a style guide dictating typography style and color palette that would distinguish the team and its vision.
The new “look and feel” would inform all assets across all communications vehicles in a unified, consistent and compelling way.
Positioning and Key Messages
As part of the storytelling and brand identity, key messages were developed, including a tagline and positioning statements. This content helps to differentiate this proposal and clearly articulate its intent as well as key components of this plan, such as the design of the Frederick Douglass Plaza and Marion Barry Amphitheater.
Website and Digital Marketing Strategy
Very early on in the process, a website was developed as a key communications tool, and the site has been refreshed daily with key updates. The site includes information on tenant and community partners, and features the opportunity for visitors to learn more about the project and to voice their thoughts and support if they choose.
Social Media Strategy and Execution
Also very early on, a social media campaign was launched across Twitter, Instagram, Facebook and LinkedIn providing a way to engage additional audiences and share important news and updates with a broader community.
Collateral (flyers, posters and other print assets)
A variety of visual assets were created, including posters, flyers and signs to support the communications efforts in the community. Assets included infographics, which helped to communicate key facts in a concise, easily-digestable way, and were shared on the website and across the social media channels.
Advertising, Public Relations and Event Strategy and Execution
The MMD team assisted with additional communications efforts as part of the overall marketing mix. An opportunity to host a screening of the documentary “AILEY” , for example, was a great way to reinforce the partnership with the Ailey School.
“We are proud of this coordinated effort as we work with our partners to tell the story of our vision for this iconic place in our nation’s capital.”
