The project’s mortar

This National Historic District is where the past meets the present. Its 18th and 19th century architecture and quaint residential streets house more than 470 shops, restaurants and institutions.

In order to clarify the Georgetown Business Improvement District (BID)’s goals and objectives we produced a brand evaluation and competitive analysis, gathered audience insights, and interviewed stakeholders. We worked to identify the personality and tone through strategic workshops and conversations, and to define the relationship between the Georgetown BID and the neighborhood.

Collaboration was key to the project’s success; we engaged BID leadership, local business owners, and community members to ensure the positioning, visual design, and website architecture reflected the neighborhood’s needs and goals.