Example Colorful Bridgeport
Colorful Bridgeport is Bridgeport Downtown Special Services District’s branding and marketing campaign launched in 2019. It “spreads color and joy through business features, public art, activations, and events with the goals of economic development, distinct identity, positive perception, and an in improved quality of life for all.”
Critical to any downtown branding is highlighting the assets of the district. Colorful Bridgeport focuses on highlighting its people – not buildings or other geographic markers. The whole branding scheme “personalizes and humanizes” its district by using images of real people you will find downtown. This approach is an excellent example of creating a sense of pride in place, but it also is a strategic way to overcome negative perceptions.
Consistency and the use of partnerships are critical to the success of the branding campaign. All district events and activations align with the Colorful Bridgeport brand, small business owners who have not been engaged previously have a renewed sense of getting involved, and partners are equipped with marketing and branding tools to align with Colorful Bridgeport.
Visit Downtown Bridgeport’s website to see Colorful Bridgeport in action.