PAC AVE — building a UNION with Union Station.
CREATING IDENTITY FOR ONE OF TACOMA’S MOST BELOVED & HISTORIC STREETS
Tacoma is a city with unique history, old charm, and a touch of heartbreak. We can all relate to the ups and downs Tacoma has seen. We all believe in Tacoma too. We believe it’s a city on the rise. There is a thick sense of opportunity here. A bright future ahead for those that dare, those that care enough to invest themselves.
Pacific Avenue is the heart of Tacoma’s historic district and visible link to it’s past. It’s a walkable region that incorporates a small, but bustling area of shops that could certainly benefit from a boost of awareness. It competes with 6th Ave, the Tacoma Mall and Proctor shopping area.
UWT asked Rotator Creative to come up with ways to increase awareness and create an identity for Tacoma’s Pac Ave.
CREATING AWARENESS THROUGH SMALL BUSINESS SATURDAY
We were brought on to help create a sense of there, there. What defines this section of PAC AVE nestled around Union Station? ROTATOR worked with various stakeholders to create an identity that could work to anchor our neighborhood. This mark is influenced by the vintage lettering and ghost signs that are part of our visual vocabulary. It is a rallying point for our diverse community that greets tourist and students alike. It invites the stroller moms and business luncheon crowd to come walk the line and share in the vibrancy.
As part of the roll out of the PAC AVE identity we created campaign materials for the Holiday Haul Crawl, an all-day event that encouraged revelers to spend the day in this historic district, shopping, seeing the sights, ice skating in Tollefson Plaza and enjoying the local food offerings — of which there are many. There is a marvelous family of people who live, work and learn in this neighborhood. We created custom illustrations, posters and event cards along with social media assets to help promote the event. Shop owners have anecdotally shared that this was a hugely successful event, some having their best day ever.