The City of Cleveland and Downtown Cleveland Alliance sought to transform North Coast Harbor into a vibrant, year-round destination that fully embraces its unique waterfront setting. Despite housing world-class attractions like the Rock and Roll Hall of Fame, Great Lakes Science Center, and FirstEnergy Stadium, the district lacked a cohesive identity and struggled with engagement outside of major events. Guide Studio stepped in to develop a place branding strategy that would unify stakeholders, enhance visibility, and create a stronger sense of place.
Through a collaborative process, we worked closely with city leaders, anchor institutions, and local businesses to craft a brand that highlights North Coast Harbor’s connection to both downtown and Lake Erie. The result was a compelling new identity centered around the tagline “City Meets Lake,” which encapsulates the district’s accessibility, energy, and unique waterfront experience. This place branding effort provided a foundation for cohesive storytelling, marketing, and destination development.
A critical component of the strategy was improving wayfinding and visitor navigation. We designed a district-wide signage system to create a sense of arrival, enhance connectivity between attractions, and make it easier for visitors to explore beyond a single venue. Additionally, a new website became the digital hub for North Coast Harbor, offering a centralized platform for events, attractions, and visitor information.
To further activate the brand, we developed and promoted signature events like North Coast Namaste (a waterfront yoga series) and Fish CLE for Free (a community fishing event), driving engagement and reinforcing the district as a dynamic, year-round destination. Strategic public relations and marketing efforts ensured that North Coast Harbor remained top-of-mind for both locals and tourists.
Today, thanks to place branding that aligns vision, identity, and experience, North Coast Harbor has transformed into a thriving, cohesive district. The area now attracts regular visitors beyond event days, proving the power of a strategic brand in shaping perception, fostering community pride, and driving economic vitality. Where City Meets Lake, people now gather, explore, and connect in a truly dynamic Cleveland destination.
