A MERO MERO PROJECT
Activating Downtown Austin’s Creative Community:
A Strategic Design Approach
The Downtown Austin Space Activation (DASA) program, a key initiative by the Downtown Austin Alliance, aimed to cultivate a vibrant creative community in Austin. 1 I was tasked with developing a marketing campaign that balanced corporate objectives with authentic community engagement. Recognizing the delicate nature of this balance, I crafted a strategy that resonated with diverse stakeholders.
A ‘love letter’ to Austin, the “XOXO, Downtown Austin” campaign is a revitalization project for the city’s downtown spaces. An authentic invitation by using intimate, personal language and visually compelling, bright imagery to bridge the gap between corporate objectives and community engagement. The biggest challenge in this campaign was creating the flexibility to speak to Austin’s creatives, small businesses, and real estate owners; all having equal, passionate interest in the development of the heart of the city. The diversity and balance of each campaign asset was carefully selected and discussed with a panel of city leaders.
To ensure the campaign's adaptability and resource efficiency, we designed a flexible framework that empowered the Downtown Austin Alliance team. Understanding the budgetary constraints inherent in non-profit work, we prioritized creating assets that could be effectively deployed across all channels. This strategic approach allowed the team to maximize their impact without exceeding their resources.
My leadership in this project demonstrates my commitment to community-driven design.
Collaborating closely with the Downtown Austin Alliance, creatives, and property owners, we launched a campaign that revitalized urban spaces and nurtured Austin's cultural spirit. By strategically implementing brand archetypes, typography, and visual assets, I ensured the campaign’s sustained impact, showcasing my ability to deliver creative solutions that resonate deeply.
