Freewheel is a series of free, casual, slow-paced bicycle rides with a focus on community and neighborhoods. Presented by the Memphis Medical District Collaborative and Downtown Memphis Commission, the program brings together riders of all backgrounds and skill levels to experience the city on two wheels.
DCA took the series concept and guided it toward both brand and event execution. We created the name, logo, and brand identity for the series, produced merchandise and environmental material, managed social media and public relations communications, and worked on-site with the series sponsors to implement the event. More than 70 riders attended the first Freewheel ride.
Opening October 22, 2016, Big River Crossing will be the longest public pedestrian/bike bridge across the Mississippi River, providing dramatic views of its ever-changing landscape. By connecting Main Streets in Memphis and West Memphis, the BRX ties together urban, rural, and natural areas and gives users recreation options unique to each setting. Together with Delta Regional River Park and Big River Trail, these projects create a new experience with the river that fosters a deeper appreciation of its significance and grandeur.
DCA worked with the project's lead sponsor along with stakeholders from its public-private partnership to create the Big River Crossing logo and brand standards, implement its web and social presence, and manage public relations for the project's construction, grand opening, and beyond.
An overlooked acre of green space, a nearly invisible waterway, and a locksmith shop were transformed into downtown Memphis' communal backyard. Loflin Yard features a bar & restaurant, smoke house, patio, event area, and greenspace in the heart of the city. We came onboard to create the Yard's identity and environment and publicize its unique position.
As one of the longest operating businesses in Memphis, fine clothing retailer Oak Hall enjoyed familiarity and respect in the region, but they sought a refreshed identity and exposure to new audiences.
By focusing on the store's brand in conjunction with its products, we created a print, outdoor, and collateral campaign that reflects the store's timeless sophistication. When Oak Hall expanded into the Nashville market, they came to us for environmental design as well as earned and unearned media.
Explore Bike Share began as an effort to research the feasibility of adding bike share to Memphis. We worked with this group to share their mission and engage the community, leading to a more invested citizenry and greater support of this affordable, accessible method of transportation.
Through the promotion and execution of on-site meetings, creation of apparel, distribution of collateral pieces, and public relations, we built an identity for the effort and rallied the people who support it. Explore Bike Share fulfilled its goals in the planning phase and is now actively working to bring bike share to Memphis.
Despite its position as the retail partner to Memphis' most beloved steakhouse, the prime cut shop affiliated with Folk's Folly did not have the recognition it deserved. We were engaged to elevate the shop's identity, which we did through a full rebrand - including a new name that nods to the restaurant's founder - that was applied through environmental design, packaging, web design, and print and radio advertising. Since our engagement, Humphrey's has enjoyed greater recognition and increased sales.
An area once known for its warehouses and industrial facilities, Downtown Memphis' Front Street has become the focus of residential and commercial developers. Those investors needed to change the perception of the area to reflect its new growth and opportunity. We worked with the owners of apartment buildings, retail stores, restaurants, and service providers to create a unified campaign that promotes the amenities of the neighborhood and encourages potential residents to Live Up Front. Through guerilla street-marketing tactics and PR, we captialized on one of the city's highest tourism periods to elevate the profile of this up-and-coming street.
As one of the only local multi-farm CSA (Community Supported Agriculture) subscription services, Bring It! Food Hub offers a unique service to Memphis. They asked us to help expand participation in their fall season, which is traditionally far less active than the summer.
We created a campaign centered on the personal connections between food and consumer that are fostered by this form of agriculture. After our online, public relations, and collateral efforts, Bring It! saw their fall participation triple and exceeded their subscription goal by 40%.
After the success of The Tennessee Brewery Revival, the same team applied a similar concept of previtalization to another historic Memphis property: a 19th-century firehouse in the heart of downtown. Operating as a beer garden and sports bar but with a distinctive Memphis twist, Station 3: The Memphis Fire Haus featured both live sports and live music, locally crafted beer and on-site t-shirt screening. We created the brand identity for this new "hot spot" and several of the custom-made beers brewed specifically for the event.
The first steakhouse in Memphis, Folk's Folly has retained its originality. Still operating in a converted home, the restaurant consistently ranks as Memphis' favorite steakhouse. Through public relations thoughtfully combined with an award-winning print campaign and collateral pieces, we built on the reputation of Folk's Folly as not just a legacy, but also as an embodiment of its founder's independent spirit and dedication to the highest quality food and service.
It had been a transformational year for the Memphis chapter of the American Advertising Federation, celebrating renewed energy and enthusiasm for Memphis' advertising industry through engaging luncheons, dynamic speakers, and lively social events. This year of change culminated in the American Advertising Awards.
As the event's creative partner, we sought to represent these advances from start to finish, elevating every element from the invitations on. The 2015 American Advertising Awards enjoyed increased participation in entries and attendance, as well as a renewed sense of connection among the Memphis advertising community.
Abandoned for more than 60 years, the historic Tennessee Brewery was slated for demolition when a local team decided to test a new concept that would reveal the potential of the building. This "previtalization" effort transformed the empty, dilapidated space into a thriving courtyard filled with food trucks and live music, while the inspiring indoor areas hosted a bar, game room, and local art.
We created the brand identity for this project, including logo, signage, apparel and merchandise, and environment. Tennessee Brewery: Untapped welcomed more than 20,000 guests from all over the world during its 6-week run.
Tennessee Brewery: Untapped, led by DCA, welcomed more than 20,000 guests from all over the world during its 6-week run in 2014 and, as a result, the brewery was purchased by a local Memphian. The building's buyer hired DCA for a second run one year later.
The "previtalization" effort sought to transform the empty, dilapidated space into a thriving courtyard filled with food trucks and live music, while the inspiring indoor areas hosted a bar, screening room, and local art. The space hoped to engage local influencers and organizations to tap into the building's future use. The Revival concept celebrated the historic building's transition into a permanant fixture in Memphis.
We created the brand identity – "The Revival" – for this project, including logo, signage, apparel and merchandise, and environment. In addition, DCA named and designed the local beer specially crafted for this event, Luke McLuke.
After more than 50 years as a leading global commodities distributor, Dunavant expanded its logistics model to other industries. They sought our partnership to communicate their new direction, clearly establishing their identity and vision. We have thouched every element of Dunavant's brand, from their website to trade show floors, and have generated media coverage for their continued growth.
Founded as a private bank specializing in loan products, Financial Federal grew into a community bank with a wider range of commercial offerings. We developed public relations efforts and a unified web/print campaign to raise their profile within the Memphis banking arena and increase awareness of their new services to existing and potential clients.
The Memphis Grizzlies Riverfront Fitness Trail – which we dubbed RiverFit – provides six fitness and exercise stations, stretching supports, two sand volleyball courts, and a soccer field at Tom Lee Park along the banks of the Mississippi River. We introduced this new civic amenity through branding, web, apparel, and environmental pieces including a statement art installation on the river bluff stairways, and then coordinated its media coverage.
Originally planned as a temporary installation, RiverFit was so appreciated by the community that it's now a permanent part of the park.
Each year, the Soulsville Foundation produces its largest fundraiser with an assist from the Memphis Grizzlies. Supporting the foundation's work with the Soulsville Charter School, Stax Music Academy, and the Stax Museum of American Soul Music, Staxtacular celebrates Memphis' stunning musical history in a can't-miss event hosted by the city's most beloved athletes. Our creative engagement sought to reflect the party's energy and appeal through every element, from invitations to tickets to on-site signage, including directing a photo shoot that embodied the event theme.
Mayo Mallette is a diversified civil practice, primarily involving general, commercial, and complex litigation, with a reputation for responsiveness, loyalty, and particular skill in handling complex, document-intensive cases. They sought to update their firm's image and partnered with us to better reflect its progressive, academic identity through public relations, a new online presence, and client-facing collateral pieces.