MEANWHILE BLOCK

CHALLENGE

Norwood Development Group, the largest real estate developer in Southern Colorado, was struggling to establish credibility and relevance within the growing Colorado Springs arts community

BRIEF

Devise a cost-effective activation strategy to reshape brand perceptions

INSIGHT

Too often, real estate developers have the tendency to create something new instead of embracing the existing character of neighborhoods

BIG IDEA

The Meanwhile Block: re-branding a collection of pre-development buildings as a multi-purpose event and arts space. This innovative approach repurposed vacant structures to serve the greater good, fostering community engagement. 

RESULTS

• The launch of an event series, including the first-ever Colorado Springs Fashion Week, galas, and vendor markets

• Thousands of artists have been provided with a platform, and thousands of consumers have actively participated, significantly enhancing Norwood's standing and involvement within the community—and positively shifting brand perceptions

• The positive impact on Norwood's reputation reflects a successful shift in brand perception