North Coast Harbor Branding & Marketing

Case Study

Brand Identity, Brand Launch, Brand Strategy, Collateral, Website Design and Development


North Coast Harbor is a district in Downtown Cleveland, Ohio that sits on Lake Erie and includes world-class venues such as the Rock and Roll Hall of Fame and Museum, the Great Lakes Science Center and FirstEnergy Stadium—home of the Cleveland Browns. The district today is activated with weekly events that draw in regular visitors and residents to enjoy the lakefront environment.

Challenge

North Coast Harbor is a lakefront destination in Cleveland with the opportunity to be an anchor for Downtown residents and visitors taking in the world-class venues located there. It was time to tap the harbor’s potential to be a true connection from Downtown to Lake Erie. This unique urban asset needed a purpose – one that would support the world class venues and also give people a chance to truly enjoy the lakefront on a daily basis.

“A harbor destination is one step in the right direction to have a memorable, desirable lakefront.”

Brendan Clark,Civic Commons Participant

North Coast Harbor Logo and Website

Solutions

  • A Stakeholder Engagement process brought organization leaders to the table for the first time to discuss a shared vision and purpose for the harbor. The Civic Commons online environment engaged the public in this process.
  • Guide Studio steered a strategic, inclusive process for the group to collectively discover the district’s Purpose. This helped drive placemaking decisions and gave stakeholders a roadmap for future development and programming.
  • During the visioning and identity process, mood boards were used to consider how spaces could be utilized and activated. With the help of these powerful visuals, a new tagline was introduced: City Meets the Lake.
  • A new website was launched where visitors could learn about the harbor’s venues and events.
  • North Coast Harbor continued the partnership with Guide Studio to build out the new brand and market the district, including developing new events to make North Coast Harbor known as a place that all can enjoy.

“This area has always been active on the weekends with hundreds of thousands of visitors going to the Rock Hall, Science Center or a Browns game. But the North Coast Harbor brand has helped us make strides in how the green space is used as gathering place, where “City Meets Lake” for any day of the week.”

Jessica Kerr, North Coast Harbor Project Manager

Conclusion

North Coast Namaste

North Coast Harbor’s brand serves as a recognizable communication tool to help activate and promote the lakefront district, hosting successful community events including North Coast Namasté, which attracted more than 850 people for the 2016 summer series.

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