Case Study: 17th Ave unifies 400+ businesses with New Wave's Activate the Ave brand system

17th Ave unifies 400+ businesses with New Wave

The customer, 17th Ave, a retail and entertainment district representing over 400 businesses, faced the challenge of unifying its diverse district under a single brand. They needed to improve engagement, streamline communication with business owners, and mitigate the impact of ongoing city construction. They partnered with the vendor New Wave for a comprehensive solution involving branding, digital advertising, social media, content marketing, and event management.

New Wave implemented an integrated program with the rallying idea "Activate the Ave." This solution included a full brand strategy, a dedicated business portal, digital advertising, and a sub-brand system for events. The results were highly successful, with the brand system remaining in continuous use since 2018. The outcome was a multi-year, recognizable identity that unified all businesses and successfully softened the impact of years of construction.

17th Ave