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.
I conceptualized and directed the 'XOXO, Downtown Austin' campaign, framing it as a 'love letter' to Austin's creatives, small businesses, and real estate owners. My vision was to invite genuine participation in revitalizing downtown spaces, using intimate, personal language and visually compelling, bright imagery to bridge the gap between corporate objectives and authentic community engagement. Recognizing the diverse needs of the stakeholders, I carefully balanced these elements to create a campaign that resonated deeply.
To ensure the campaign's adaptability and resource efficiency, I designed a flexible framework that empowered the Downtown Austin Alliance team. Understanding the budgetary constraints inherent in non-profit work, I 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, I 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.
