Ayres was selected to provide downtown Princeton, West Virginia, with a much needed comprehensive branding strategy to help the community overcome negative impressions that don’t reflect positive changes happening in the city. The branding strategy focuses specifically on Mercer Street, evaluating its history and perceived strengths and weaknesses, as well as identifying future opportunities for growth.
The strategy includes an immersion workshop that includes walking the street, meeting with stakeholders, and communicating with the general public. The immersion workshop informs the “community character report” upon which the brand identity is established. Leveraging the established brand identity, Ayres will work directly with Orange Whip Design to develop a logo and inform additional imagery for the district. The final phase of this project involves developing marketing recommendations that will guide communication strategies to elevate the overall marketing appeal of the district.