The Ask
Create the Right Brand for a Riverside Development
Preston Hollow Community Capital (PHCC) came to Frankel with a vision for RiversEdge, a landmark mixed-use development along Jacksonville’s St. Johns River. After an initial partnership with another agency fell short of expectations, PHCC needed a fresh perspective. They were looking for a creative partner who could understand the scope, define the story and bring the brand to life from the ground up.
What We Did:
- Brand Development
- Logo Design
- Microsite
- Event Planning & Management
- PR & Media Relations
- Ongoing Marketing Communications
Approach
Research & Discovery
We began by listening. Through in-depth interviews with PHCC, we got a sense of what RiversEdge really meant to them—and what it could mean to the city of Jacksonville. We then took that intel to the digital landscape, auditing social media, conducting a competitive analysis and taking a deep dive into mixed-use development trends.
Why choose to work in an office when remote is the norm? Why mix living, dining and culture in one place? Because proximity breeds innovation. Because connection matters. These are the questions we anticipated—and answered—throughout the brand development, microsite and further PR-related work.
Brand Development
Defining Life on the St. Johns
Through research and discovery, we understood that RiversEdge was designed to be more than real estate. It was designed as a destination that the people of Jacksonville had been waiting for. It was meant to be a lively walkable neighborhood with sweeping river views, public art, riverfront shops, restaurants and to help promote health-forward living.
From that vision, we built a full brand platform:
- Clear positioning and values
- Compelling brand story and tones of voice
- Messaging architecture for long-term use
- Visual identity that reflects the vibrance of this waterfront location
The brand board acts as an overview of the visuals, voice and feel of the brand that inspires future marketing collateral. It also gives PHCC and partners everything they need to stay on-brand from now through future marketing decisions.
Logo Development
Letting “The Pearl” Shine
At the heart of RiversEdge is The Pearl, a striking 50-foot sculpture by artist Marc Fornes of THEVERYMANY. We used this centerpiece as the inspiration for the logo, incorporating soft curves and fluid forms to echo both the art and the movement of the St. Johns River. The wordmark flows like water, nodding to the energy and motion of life at the edge of the river.
PR, Media Relations and Event Planning & Management
To debut the brand and share the vision with the public, we organized a private on-site event for local leaders, partners and press. Our team managed everything from invitations to setup and strike, including planning timelines, vendor securements, talking points, production and media coordination. We also secured coverage by inviting local press and arranging interviews with PHCC, city officials and project partners like Kimley-Horn.
Ongoing Marketing Communications
Microsite
We built a microsite to serve as the central hub for all things RiversEdge, where developers, residents or anyone curious about what’s coming to the riverfront could gain more information. The site tells the story of what life looks like at RiversEdge, highlighting key project details. It also invites visitors to request the full vision book, another piece of marketing collateral we created that gives a transparent overview and outlook on the future of the project.
Vision Book
Thinking of it as the public-facing playbook for RiversEdge, we wrote, designed and laid out the vision book with rich copy and visually-driven details. We outlined the vision, master plan, site details, community benefits and more to show stakeholders exactly how the development would take shape.
Art Installation Purpose Video
To showcase the story and connections behind The Pearl, like its role as both the logo inspiration and symbolic heart of RiversEdge, we created a short video that captures the meaning, the scale and the excitement around the installation. Told in conversation between PHCC Managing Director Ramiro Albarra and Marc Fornes, it’s a showpiece that defines RiversEdge and reminds everyone that the purpose of this project is all about bold ideas made real.
