Naming, positioning and branding for an ambitious new phase of a popular shopping destination.

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GCF created the name, messaging and design for the launch “Austin’s second downtown” – a nickname coined by former Austin Mayor Lee Leffingwell. The branding of Northside and it’s component districts, like Rock Rose, was reflective of a more Austin approach to a large destination shopping development.

The mix of local brands, first to market brands and national brands came together cohesively under the platform of “There’s always something up” for one of the most successful development launches in Austin history. As our Endeavor client, Jeff Newberg put it, “it is exciting to see that in 12 short months, several of the most successful bars and restaurants in Austin are located within The Domain.”