South End, Charlotte

Charlotte Center City Partners was a long-time client that engaged us to help build the South End brand. Our work directly helped make South End one of the most desirable locations in Charlotte, now commanding the highest commercial and residential rates in the city (even higher than uptowns price pr square foot.) We eventually went on the “rebrand” the neighborhood with a logo and positioning that better reflected the sword buckling, adventurous, and discovery-around-every corner nature of the neighborhood.

This particular piece was an early one, and a favorite of mine. Craft Beer Week was already a very popular event in the city that brought locals and out-of-town visitors alike. But Center City Partners wanted people to at least start their Craft Beer Week in South End. So instead of just running ads, we also developed this cool map that showed all the places to great beer, offered up some suggested themed tours, and even had a “randomizer” that (still) pulls from a spreadsheet of South End craft beer locations and outputs an agenda. Please note my personal favorites: the six-legged double unicorn and the centaur rifleman with eyepatch. This map became an extremely popular piece and is still found in many South End businesses today.

Many thanks to AD: Wils Glade