Relaxed Vibes Meet a Metamorphic Atmosphere in a Downtown Micro-community
BrandinG
In the throes of a pandemic – when people were desperately craving social interaction, small businesses were beaten down, and our community was struggling – a spark ignited in Lexington. Broad isolation inspired a deeply rooted, local entrepreneur to realize a much bigger purpose and better way to serve her community. That purpose materialized into The Grove.
WEB
The Grove is home to a medley of tightly woven companies – including Harvey’s Bar and Beer Garden, Fable, Luna and The Melodeon. Through a highly collaborative process, The Grove’s community-focused, celebratory mission became the thread that connected each brand element – no matter how large or small.
STRATEGY
The integrated campaign included a full brand identity (naming, logo design, brand style guide), a Communication Plan & Launch Strategy, press release and media guidance and website, as well as recommendations for unconventional application including exterior murals and interior signage. Independent logos and websites were also designed for several partner brands within The Grove.
PRESS
The Grove is a local collective and micro-community that bolsters small businesses and serves as an archetype for downtown commerce. Since opening in June 2021, The Grove has garnered the attention of renowned lifestyle bloggers and elite publications like Southern Living.
