This initiative was particularly special to us because we’re not just developing a brand for someone else’s downtown area. Melbourne is MTN’s headquarters. We frequent Downtown Melbourne ourselves — whether to have lunch and shop with friends or to attend an event with our family. As such, we also have unique insight into what the destination is like because we’ve experienced it first-hand.
To kick things off, we considered:
- The history of the location
- Current public perception
- Melbourne Main Street’s vision, mission and goals
Melbourne Main Street planned to revitalize and set DTMB up for economic success by focusing on four main strategies: economic vitality, design, organization and promotion.
The goal was to make DTMB a preferred destination for high-quality shopping, dining and entertainment by preserving and leveraging the community’s historical assets, cultural roots and modern-day charm.
To understand the audience and how to best achieve Melbourne Main Street’s goals, MTN analyzed surveys completed by visitors and business owners, including questions like: “What draws individuals to Downtown Melbourne?” and “What are the positive perceptions of Downtown Melbourne we need to preserve?”
After assessing the responses, we drew conclusions like the importance of including “historic” in the branding, as it embodies the idea that the character, charm and soul of the community will be preserved, even despite inevitable growth.
We then began our identity creation journey