Copacetic

COPACETIC

INDUSTRY Design & Marketing

CLIENT 3CDC

YEAR 2024 - 2025

EXPERIENCE Branding & Identity

Over the Rhine Rebranding

Over
the Rhine
Rebranding

Over the Rhine
Rebranding

Problem

Over-the-Rhine (OTR) was missing a core element: an actual brand. There was no consistent visual identity, messaging, or personality to connect the neighborhood to the marketing strategy being introduced. This was a major issue, especially since the goal of the campaign was to drive more people into OTR — to explore, shop, dine, and spend money locally. Without a unified brand, the campaign lacked direction and emotional impact, making it difficult to build awareness or loyalty among potential visitors.

Over-the-Rhine (OTR) was missing a core element: an actual brand. There was no consistent visual identity, messaging, or personality to connect the neighborhood to the marketing strategy being introduced. This was a major issue, especially since the goal of the campaign was to drive more people to explore, shop, dine, and spend money locally. Without a unified brand, the campaign lacked direction and emotional impact, making it difficult to build awareness or loyalty among potential visitors.

Solution

We created a bold and flexible identity system that reflected the vibrancy, diversity, and culture of the neighborhood. The new branding included a logo, color palette, typography, tone of voice, and visual assets designed to resonate with a wide audience while staying authentic to OTR’s character. This system not only strengthened the marketing efforts but also gave businesses and community partners a toolkit to use in promoting the neighborhood consistently and effectively.

OTR Rebranding - Phase 1

As the first public introduction of the new OTR branding, I designed a series of 45 posters that were installed throughout the neighborhood. Each poster served as a bold, eye-catching showcase of the new visual identity. I combed vibrant colors, expressive typography, and messaging that captured the spirit of OTR. Strategically placed around high-traffic areas, the posters helped spark curiosity and familiarity with the brand, acting as both art and advertisement. The posters also included nearby stores in OTR that were able to benefit from the new marketing strategy. To ensure consistency and guide future use, I also created a branding sheet that outlined the visual system, including logo usage, type treatments, and color standards. Together, the posters and branding sheet established a clear and confident visual presence for OTR in the public space.

OTR Rebranding - Phase 2

A few months after launching the initial OTR branding, we entered a second phase of the project to refine the identity based on feedback from the city. While the overall visual direction remained consistent, we made intentional adjustments like updating the color palette to better align with city feedback and ensure greater accessibility and flexibility across different applications. We updated the branding sheet to reflect these changes, providing clear guidelines for the revised system. To help bring the refreshed identity to life and expand its reach, I also created an animated motion graphic that introduced the new look in a dynamic, engaging format that was used across digital platforms and presentations.