SoBro

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.