The former Southtown and Carraway Hospital properties are large-scale urban redevelopment projects Birmingham that aim to revitalize key areas of the city while preserving their historical and community significance. My role involved managing the entire branding process for these redevelopments, working closely with creative agencies, city officials, neighborhood communities, and executive leadership. I ensured that all parties were aligned on the vision, and led the efforts to create brands that resonated with the community while also positioning the projects for commercial success.
Revitalizing An Icon
Branding The Star at Uptown
The redevelopment of the historic Carraway Hospital needed branding that would honor its iconic past while establishing it as a destination for future growth in entertainment, office, retail, and residential spaces. I took on a leadership role in managing the creative team from FRED Communication by Design to develop the name, logo, and brand identity. My responsibility included balancing the input from multiple stakeholders, such as the executive team at Corporate Realty, local community leaders, and the neighbors of Norwood and Druid Hills, ensuring that the brand honored Carraway’s storied past while positioning it as a destination for future growth.
Forging Progress
Branding Edgehill at Southtown
For the Southtown redevelopment, I engaged Clarity Studio to create a brand that symbolized progress and opportunity. I coordinated stakeholder engagement by scheduling interviews for community members, local business leaders, and city officials, ensuring that the brand reflected their collective vision. I also presented the branding concepts at neighborhood association meetings to gain local buy-in and foster a sense of ownership among residents.
Vision in Motion
Bringing Edgehill to Life Through Video
To showcase the potential of the Edgehill at Southtown, I spearheaded the creation of a promotional video designed to capture the attention of investors and potential commercial tenants. Understanding the importance of visual storytelling, I engaged Gensler to develop detailed 3D renderings that illustrated the future vision of Edgehill.
I collaborated closely with Clarity Studio, who integrated Gensler’s 3D renderings into the final video, blending them seamlessly with the brand identity we had developed. This piece became a central element in our marketing efforts and was unveiled ahead of the International Council of Shopping Centers (ICSC) event in Las Vegas, generating significant interest from investors and commercial tenants.