MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
P R O J E C T U P D AT E
Brand & Messaging Study & Concepts
05.04.15
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
P R O J E C T U P D AT E | 0 5 . 0 4 . 1 5
Agenda
Final Deliverables
Brand & Marketing Assets
• Review
Brand & Messaging
• Research Report
• Immediate Recommendations
• Options worth Consideration
Brand & Messaging
• Neighborhood Name Exercise
• Tag Line Exercise
• Logo Exercise
• Historic Districts vs Character Areas Discussion
Channels Audit
• Research Report
• Summary of Recommendations
Communication Resources
• Recommended Project Priorities
• Resources and Cost Estimates
B R AV E N E W M E D I A
MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Marketing Assets
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
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Brand & Marketing Assets
Visual Assets
Stone Arch Fireworks Logo
Oldest Neighborhood Map
Community Garden Signage
Lawn Signs
The Stone Arch Logo is very nice and is the most commonly used visual asset. The Marcy Holmes Garden Sign is also very nice and does
communicate a pleasant organic feeling appropriate for a community garden. The Map is an excellent way to show how diverse, historic, and
entertaining the neighborhood can be.
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All assets should have some consistent brand messaging
Alternative (simplified) versions of the stone arch logo could be explored
Map and other quality assets should be enhanced and shared using online tools
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
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Brand & Marketing Assets
Descriptive Assets
Neighborhood Name
Marcy - Holmes (The internal and external “name” for the neighborhood)
This is the name the MHNA uses to refer to itself. The external world - for the most part - does not know what this name means and the name does
not help describe a geographical location or establish a visual image in the mind. The name is at times is shortened just to “Marcy” but that does not
help define the neighborhood to the public. Should this name be embraced and defined or should this name be changed?
Neighborhood Tag Line
Historic Neighborhood (The most common and accurate tag line being used to describe the neighborhood name)
This is the most commonly used copy and does fit the neighborhood very well. There are a few versions of this that have been used (Minneapolis’
Oldest Neighborhood) and they should be looked at for consistency and usage. A single tag line with consistent language would be best. Language
for the historic districts and / or character areas should be developed to support the tag line and encourage consistent brand messaging.
B R AV E N E W M E D I A
MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
B R AV E N E W M E D I A
MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Neighborhood Name Exercise
MINNEAPOLIS & ST. PAUL Neighborhood Associations
Association Name
Marcy-Holmes Neighborhood Association (MHNA)
Founder | Resident
The goal here is to look at the names of similar associations and determine what options
Powderhown Park Neighborhood Association (PPNA)
Park
we have for the name. Obviously Marcy-Holmes is the incumbent and will probably
Linden Hills Neighborhood Council (LHiNC)
Neighborhood
prevail but the purpose of the study is to try to identify reasonable options and find some
level of consensus.
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Are other neighborhood associations named after “famous” residents or founders?
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Are other neighborhood associations named after geographic locations?
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Are there other options? Cool names or Acronyms?
Insights
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Not easy to find examples named after people or founders? Are we unique that way?
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Most names focus on a neighborhood or location name (Some may be founders?)
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A few use acronym’s in fun new ways (NL - North Loop | SASY - Acronym)
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A few are named after a park or signature icon in neighborhood (Powderhorn)
Cleveland Neighborhood Association (No Acronym)
Neighborhood
Downtown Minneapolis Neighborhood Association (dmna)
Location
NL (North Loop Neighborhood Association
Location
Lowry Hill Neighborhood Association
Location
OUTSTATE Neighborhood Associations
Midtown Neighbors Association (MNA)
Founder | Resident
Avondale Neighborhood Association (AVA)
Neighborhood
Gold Coast Neighbors (No Acronym)
Location
Historic West End (No Acronym or Logo)
Location
Regent Neighborhood Association (RNA)
Neighborhood
SASY Neighborhood Association
Neighborhood Acronym
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Neighborhood Name Exercise
HISTORY
Current Name: Marcy-Holmes
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Originally St. Anthony before merging with Minneapolis
The goal here is to look at the current name objectively and identify what kind of equity
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Association founded in 1880 - oldest association in MN
the name has in the association and larger community. According to the MHNA web
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In 1886 the name was: East Side Improvement Association
site Marcy-Holmes is east of the Mississippi and south of East Hennepin Avenue,
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In 1948 the name was: University District Improvement Association
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Name was changed to Marcy-Holmes during in the 1980’s - why?
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William Marcy - Prominent politician during the years of: __________
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Oliver Wendell Holmes - Prominent writer during the years of:_________
which is why we’re called “Southeast” Minneapolis. Marcy-Holmes was not the original
name of the association so what changed and why? Do we believe in the name? Does
the outside world care about the name?
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What is the history of the association?
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What is the history of the name?
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What kind of equity does the name have?
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Does the name connect or resonate with people today?
EQUITY
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Does anyone outside of the MHNA remember who Marcy or Holmes were?
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Are Marcy and Holmes still relevant in today’s culture?
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Do Marcy and Holmes represent the association mission and culture?
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Do we believe this name has equity? If so how much?
Insights
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William L Marcy is not even from Minneapolis?
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Oliver Wendell Holmes is also not from Minneapolis?
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Neighborhood Name Exercise
GEOGRAPHIC NAMES
Alternative Names
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East River (Neighborhood Association)
Many other associations are named after a geographical area in a city. Some, like
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River Bend (Neighborhood Association)
Marcy-Holmes are named after people. Others stick with an Acronym. The purpose of
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River Bridges (Neighborhood Association)
this study is to look at what alternative names might work or should be considered.
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River North (Neighborhood Association)
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Geographic Name?
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Acronym?
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Other Interesting Ideas?
ACRONYM & OTHER OPTIONS
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Stone Arch Neighborhood Association (STANA)
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Riverside District Association (RDA)
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Minneapolis Riverside Neighborhood Association (MRNA)
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Neighborhood Name Exercise
VOTING | FEEDBACK
The creative places committee will provide feedback and insights on the
Neighborhood Name Study with a simple voting and comment process.
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Do we like the name Marcy-Holmes?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we believe people know what Marcy-Holmes is?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we believe people know where Marcy-Holmes is?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we believe Marcy-Holmes is a name we should keep?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we like the idea of exploring a name change?
Yes | No ______
Why or Why not?_____________________________________________________________
If we do look at changing the name do we like any of these options?
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East River (Neighborhood Association)
Yes | No ______
Why or Why not?_____________________________________________________________
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River North (Neighborhood Association)
Yes | No ______
Why or Why not?_____________________________________________________________
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Stone Arch (Neighborhood Association)
Yes | No ______
Why or Why not?_____________________________________________________________
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Other Ideas (Write-In)
Insight | Feedback
___________________________________________________________________________
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
N e i g h b o r h o o d Ta g L i n e E x e r c i s e
MINNEAPOLIS & ST. PAUL Neighborhood Association Tag Lines
Tag Line Use
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At Home In Harrison (Harrison Neighborhood Association)
The goal here is to look at other associations and to see what types of tag lines are
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The Best of Southwest Minneapolis (Lynnhurst Neighborhood)
being used across the state and across the country. We will also look at what type of
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We are building blocks (Powder Park Neighborhood Association)
story the tagline is trying to tell and whether or not that supports the community goals.
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Are other neighborhood associations using tag lines?
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What types of tag lines are out there?
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What is the role of a tag line for a neighborhood Association?
Other Neighborhood Association Tag Lines
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Best in the West (California Heights Neighborhood Association)
Insights
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Not easy to find tag lines - not very popular!
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A few OK Minnesota tag lines from Powderhorn and Harrison
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Maybe the tagline is not part of the official branding?
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
N e i g h b o r h o o d Ta g L i n e E x e r c i s e
Assets and Reasons to Keep Tag Line
Current Tag Line: Historic Neighborhood
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The first neighborhood in Minneapolis (technically St. Anthony?)
The goal here is to look at the current tag line and determine if accurately reflects the
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Many neighborhood firsts in 1880’s (School, Frame housing, Etc)
MHNA. We will also look at what type of story the tagline is trying to tell and whether or
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Located in the oldest part of the city (Lumber | Flour Mills)
not that supports the community goals. This will include looking at the history and assets
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Part of historic riverfront
associated with the existing Tag Line.
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Contains designated historic areas
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Is accurate and has some appeal
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Current tag line - What does it mean and what assets does it support?
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What kind of equity does the tag line have?
What story is our tag line trying to tell?
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Other Neighborhood Assets to Consider
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Gateway to downtown
Historic - Old | Nostalgic | Charming
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Gateway to University of MN
Neighborhood - Established | Family Oriented | Community
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Technically in “Southeast” area of city
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Contains iconic landmarks: Stone Arch Bridge, Other?
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Multiple Bridges (10th - 35W - 3rd Ave - Stone Arch)
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Brand & Messaging
N e i g h b o r h o o d Ta g L i n e E x e r c i s e
Assets and Reasons to change Tag Line
Alternative Tag Line
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Gateway to downtown
The goal here is to look at alternative tag lines and see if there are options or versions
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Gateway to University of MN
that better tell the story for MHNA.
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Technically in “Southeast” area of city
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Contains iconic landmarks: Stone Arch Bridge, Other?
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What assets or reasons would encourage a change to the tag line?
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Multiple Bridges (10th - 35W - 3rd Ave - Stone Arch)
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What alternative tag lines are worth consideration - if any?
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Area is more than just history - growing, diverse, vibrant…
What parts of the MHNA story is our tag line missing?
Alternative Tag Line Options
• Be one neighborhood
• Live here now
• Make the street ours
• Love the riverfront
• Make change contribute
• Welcome the tension of complexity and contradiction
(Can we combine these into one tag line somehow???)
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Birthplace of Minneapolis
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Historic Stone Arch Bridge District
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Bridging the Past to the Future
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Historic Riverside Neighborhood
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St. Anthony River District
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Minneapolis Oldest Neighborhood
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
N e i g h b o r h o o d Ta g L i n e E x e r c i s e
VOTING | FEEDBACK
The creative places committee will provide feedback and insights on the
Neighborhood Tag Line Study with a simple voting and comment process.
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Do we like the tag line “Historic Neighborhood”?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we believe the tag line should tell a bigger story?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we believe we should keep the current tag line?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we like the idea of exploring a tag line change?
Yes | No ______
Why or Why not?_____________________________________________________________
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What word or stories are missing from the tag line?
Insight | Feedback
___________________________________________________________________________
If we do look at changing the tag line do we like any of these options?
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Historic Riverside Neighborhood
Yes | No ______
Why or Why not?_____________________________________________________________
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Historic Stone Arch Bridge District
Yes | No ______
Why or Why not?_____________________________________________________________
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St. Anthony River District
Yes | No ______
Why or Why not?_____________________________________________________________
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Bridging the Past to the Future
Yes | No ______
Why or Why not?_____________________________________________________________
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Other Ideas (Write-In)
Insight | Feedback
___________________________________________________________________________
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Logo & Icon Exercise
Logo & Icon Use
The study will look at other neighborhood associations and how they use their
logo. The goal is to look for options and insights on how the MHNA logo could be
used, improved, or replaced.
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What kinds of logos or Icons are used out there?
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What logo or icons resonate the best?
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How can our logo be improved?
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Are their good reasons to consider replacing the logo?
Insights
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Acronym is often the lead in logo or association name
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Use of “Neighborhood” and “Association” varies
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DMNA claims to be “birthplace of Mpls”
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Most are fairly simple with notable exceptions (Fulton | Regent | Lynnhurst)
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Logo & Icon Exercise
Current Logo and Icon
The current logo does reflect many of the characteristics of the MHNA. The goal here is
to look at ways to alter or improve the logo - or decide it is perfect as is.
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What does the logo - Icon say now?
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What are the key components that make this logo successful and accurate?
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What are the advantages of the current logo? (Hits on some key components)
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What are the disadvantages of the current logo? (Format versions are difficult)
Key Components
What can be done to leverage advantages and help with disadvantages?
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River (Waves)
• Simplify graphics for efficient and consistent use in multiple formats
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Stone Arch (Bridge)
• Break out elements into icons or usable graphics
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Historic (Tag Line)
• Break out tag line so logo-icon can stand on it’s own
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Lively (Fireworks)
• Develop multiple ways to combine (lock-up) logo and tag line
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Logo & Icon Exercise
Current Logo and Icon - The Evolution Approach
If the idea is to work on the current logo what would be done? Looking at simplification
of the elements. Exploring the separation of the tag line from the logo - or maybe
replacing the tag line with a more generic Neighborhood Association tag.
What can be done to leverage advantages and help with disadvantages?
• Simplify graphics for efficient and consistent use in multiple formats
• Break out elements into icons or usable graphics
• Customize Lettering
• Break out tag line so logo-icon can stand on it’s own
• Develop multiple ways to combine (lock-up) logo and tag line
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Logo & Icon Exercise
Alternative Logo - Icon
The study will look at alternative approaches to the logo - icon. If there is a new
one it must reflect the neighborhood components as well as the current one. This
exercise will look at alternatives and the reasons to pursue or not pursue a new
solution.
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Can the new logo use the same components and look different?
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Can the new logo somehow reflect the five character areas?
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Can the new logo develop a brand using Marcy & Holmes?
What more can the logo show?
• City Skyline (Somehow a gateway)
• Industrial (Street and Industry - Urban Feeling)
• Housing (Houses and Apartment)
• U of M (Somehow a gateway)
• Central Location (Map Based - Focus on East and West Sides)
• Character Area Language (Symbol and Icon Based)
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MARCY-HOLMES NEIGHBORHOOD ASSOCIATION
Brand & Messaging
Logo & Icon Exercise
VOTING | FEEDBACK
The creative places committee will provide feedback and insights on the
Neighborhood Logo - Icon exercise with a simple voting and comment process.
•
Do we like the current logo?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we believe the logo tells an accurate story?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we think the logo could be improved or enhanced?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we think the current logo is missing anything important?
Yes | No ______
Why or Why not?_____________________________________________________________
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Do we think we should explore replacing the logo?
Insight | Feedback
___________________________________________________________________________
If we do look at changing the logo what do we think about:
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A new version with new artwork - same components
Yes | No ______
Why or Why not?_____________________________________________________________
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A new version with new components that reflect the character areas? Yes | No ______
Why or Why not?_____________________________________________________________
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Something that uses Marcy & Holmes (actual faces)?
Yes | No ______
Why or Why not?_____________________________________________________________
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Other Ideas (Write-In)
Insight | Feedback
___________________________________________________________________________
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Brand & Messaging
Historic & Character Area Exercise
Historic Areas
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St. Anthony Falls Historic District
The historic areas do not match up with the character areas. The purpose of this exercise is to
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Greek Letter Chapter House Historic District
determine how much the character areas matter when it comes to branding or marketing efforts. The
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Fifth Street Southwest Historic District
character area have potential but would need to be developed in a consumer friendly way. The historic
designations are set - so how we best leverage these in branding and marketing activities needs to be
Character Areas
looked at.
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Riverfront
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Dinkytown
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Designated Historic Areas - How can we best leverage and communicate about these?
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East Side
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Character Areas - Do they play a role in public conversations?
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West Side
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Neighborhood Areas (New Concept) - Is there a reason to explore this concept further?
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9th Street Industrial (North Industrial)
Insights
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Maybe fine tune this into a few less areas…
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Maybe support the areas with a more fun and accessible map or overlay to existing maps
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Maybe create icons and define language for the areas - in a consumer friendly way
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Maybe these areas are only for Business Recruitment - and we define and use on the web
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NEXT STEPS
Brand & Messaging Report & Recommendations
• Research Report
• Immediate Recommendations (Marcy-Holmes Identity Guide)
• Options worth Consideration
Channels Audit Report & Recommendations
• Research Report
• Summary of Recommendations
Communication Resources Recommendations
• Recommended Project Priorities
• Resources and Cost Estimates
B R AV E N E W M E D I A