SoBro

When embarking on their first Nashville project, Magellan Development turned to Otherwise to help them rise above the homogeneous, provincial marketing that defined market-rate multifamily projects in the market. (read more)

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What we did

  • CREATIVE STRATEGY
  • NAMING
  • TAGLINE
  • VISUAL IDENTITY
  • PRINT COLLATERAL
  • SITE SIGNAGE

With a focus on authenticity and the natural give-and-take between rich history and an exciting emergent future, our brand strategy took inspiration from the vibrant, surrounding Nashville neighborhood. We molded the positioning of SoBro as a club-style, upscale living experience unlike any other in the area. The tagline — South of Broadway. Center Stage. — also played off the in-demand location adjacent to the Nashville Music Hall of Fame and the city’s deep musical roots. Similarly, the visual identity echoed the rustic, home-grown feel of the city itself.

To further bring the brand to life, we created a full collateral kit and colorful site signage. The initial campaign also included gig-style posters, which introduced SoBro to the neighborhood and celebrated Nashville’s iconic music scene.

What we did

  • CREATIVE STRATEGY
  • NAMING
  • TAGLINE
  • VISUAL IDENTITY
  • PRINT COLLATERAL
  • SITE SIGNAGE