CASE STUDY


Downtown Huntsville, Inc.


REDIFINING A BRAND THROUGH STORYTELLING: DOWNTOWN HUNTSVILLE, INC.

Situation:

Downtown Huntsville, Inc. (DHI) is a non-profit organization committed to creating a vibrant, diverse, and economically sustainable Downtown Huntsville. In 2013, DHI was in the middle of a rebranding effort. At the same time, they were working to develop momentum for their goal to redefine Huntsville’s city center as well as involve the local population and visitors in the revitalization of Downtown. The group required a visual storytelling medium to engage people and establish the new brand.


DISCOVERING THE POSSIBILITIES

Solution:

After meeting with DHI in early October 2013 to discuss their needs, Red Brick Strategies created "Space to Innovate" to convey the downtown area’s potential. Red Brick Strategies captured the city center’s emerging vibe and energy with the 90-second piece released on October 31. With a quiet, evocative start, an edgy feel, and a nod to the city’s rich technological history, the video builds to an explosive finish that communicates the possibilities and exciting trajectory of growth in Huntsville’s Downtown.


SPACE TO INNOVATE

Results:

The video succeeds in reshaping the expectations for DHI and the possibilities for cultural and economic growth in the Downtown District. It marks a turning point in the way the district is viewed by visitors and locals. It continues to drive the momentum that DHI was hoping for. “Space to Innovate” was awarded the Best in Show award along with three other Gold awards at the 2014 ADDYs in Huntsville.