branding & design | summer 2017 — 2018
When I began the project, the businesses featured on the Midtown Alley website were not up to date and the site existed on expressionengine. The first decision I made was to switch the website platform to Squarespace so that it would be easier for anyone in the office to keep the site up to date. From there I used the existing Midtown Alley brand logo, typefaces, and colors, and “Live” “Work” “Play” organization to design a new site.
Besides the out of date website, the Instagram, Facebook, and Twitter accounts had less than fifty followers in in total between them in June 2017. I began daily diligence with the Facebook, Instagram, and Twitter by liking, retweeting, and engaging with businesses in Midtown Alley. This also included crafting regular posts, and when I did not have photos from recent or upcoming events I created content sources like participating in holidays like #NationalPizzaDay with a lunch time story at a Midtown Alley pizza spot or playing off of the fact that Midtown Alley is branded as St. Louis’s Creative District and I used the popular weekly posting trend #TypeTuesday to showcase different signage, hand lettering, and other typographic occurrences around the neighborhood.
I curated the Midtown Alley calendar with weekly and special events hosted by neighborhood businesses. Leading up to the events I would promote them on Midtown Alley’s social media and during I would post Instagram stories and take photos. After special events I would write a blog post. Blog posts also served as a way drive viewers from Instagram to the website.