The Redevelopment Authority of the City of Menasha, Wisconsin was in possession of a languishing mixed-use residential and commercial development. As part of a small team, we worked with them to identify their goals, define their target audiences, and develop a strong brand position for the four-part development. The foundational branding work allowed us to develop a fresh, clearly articulated identity for the development. The result is the Community of Lake Park, a cohesive brand that allowed the city to clearly communicate the unique benefits of the development, in a manner that engages the audience that’s most likely to consider it as a place to call home.