Compton is a city that has been frequently torn by racial strife, poverty and violence. Its gang activities and political scandals seem to make the front pages of the nation’s newspapers on an all-too-regular basis.
But it’s also a city filled with courageous people, working hard to make a better life for themselves and their families. And it’s so that these people could find hope that George Givens, a respected community activist, gave so much of his time and his life.
When Nehemiah West and Community Dynamics built a collection of well-designed, well-constructed and very affordable townhomes in Compton, they asked us to help market them. They wanted to honor George Givens, and wanted to make sure the development wasn’t perceived as a government “project”.
We created a visual identity for Givens Way that reflected the energy of its namesake. One that also reflected the cultures of the inter-ethnic population of the city. Instead of conventional rigid signs, we designed colorful banners, adding motion and liveliness to the property. We created all the collateral material, the print advertising campaign and sales office graphics featuring a 10-foot-high banner of the logo as well. We worked side by side with a Spanish-language agency who produced a radio and telemarketing campaign tied to the same theme.
The result: At the Grand Opening, some 400 visitors showed up to discover Givens Way. Traffic continued throughout the following weeks with such intensity that our client requested we stop all advertising just so they could catch up on their qualifying meetings! The property almost immediately became one of the fastest-selling developments in all of Southern California.