The culture of a place is, in essence, its brand. Every city is made up of neighborhoods that are a reflection of its residents and businesses. What makes each of these neighborhoods unique is the story a brand should tell. Told properly, this identity is a source of pride and connection.
Over the course of a year, we worked with the Lark Street Business Improvement District to better communicate the essence of Albany’s vibrant Lark Street neighborhood. Our business resided on Lark Street at the time, and as new members of the community, we knew we could offer a fresh perspective of the neighborhood and what makes it so special.
Identity development began with extensive research that included interviewing business owners and residents, seeking historical imagery, and reviewing current signage. The previous logo was an outdated script font and a blue lark birdie, which was cute but fleeting, and fell short of a meaningful mark (not to mention its similarity to the ubiquitous Twitter bird). To better represent Lark Street’s personality, we developed a hand-modified logotype, lively color palette, iconic illustrations, and vibrant photography with the neighborhood’s original tagline, “The Village in the City.”
The first communication launched was a social media campaign, #WeAreLarkStreet. Setting the stage for Small Business Saturday, this campaign celebrated the neighborhood’s network of proud business owners. With online shopping being so prevalent, we wanted to highlight the individuals who bring Lark Street to life with unforgettable shopping experiences.
We are hopeful that future projects will include a painted mural on one of the older buildings, welcoming visitors to this vibrant neighborhood. And as Lark Street continues to grow and evolve, so will the brand communications.
Recognition: AAF/Capital Region Gold and Bronze