Client
Downtown Naperville Alliance
The Marketing Arm for Downtown Naperville Retailers and Restaurants
Naperville, Illinois – POP 140,000

What they needed
A new top-to-bottom uniform brand and marketing campaign for the downtown area of Naperville – the brand should have longevity and reflect the downtown’s unique characteristics. They were big, simple, declarative and slightly old-fashioned without market recognition and had growing competition from large shopping malls, big box stores, lifestyle town centers and a growing new southern center of the City of Naperville.

Our Think
We designed a brand that was simple, compelling, completely different, completely Naperville;

• A brand that was true to their present – big city amenities and small-town charm;
• A brand that anticipated their future – prominence in downtown lifestyle destinations
• A brand that delivers the promise of an experience and leaves visitors pleasantly surprised by that experience.

Our media mix included: Kick-off event, selected promotional activities, newspapers, signage, street banners sidewalk graphics website, window clings.

Who they became
A stunning combination of elements throughout the downtown area that together drove the message home about the uniqueness of downtown Naperville and the experience, “Be Surprised” The Kick-off event, “Ladies Nite Out” was a resounding success with over 1000 ladies enjoying an evening out and about. The flexible new brand continues to show it’s versatility through holidays and continuing events throughout downtown Naperville.