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CO-OP Brings New Energy to Longfellow’s Durham ID, Celebrating the Bull City’s Strengths

Durham ID, located in The Research Triangle, offers a unique life-sciences offering integrated into the heart of Downtown Durham. Longfellow’s vision was for Durham ID to become a 1.8 million SF mixed-use development that attracts the top tech companies in the country, but the existing brand wasn’t up to par. That’s where CO-OP, the leading destination and place branding agency in the US, was brought in to breathe new life into the brand and create a distinct and inspiring development.

CO-OP created a brand infused with the energy, unexpectedness, and openness of Durham’s unique and friendly community. The visual identity was evolved and a brand campaign was created that celebrates the city’s vibrancy, charm, and innovation.

The brand promised a one-of-a-kind innovation experience in Durham, focused on tech CEO’s and dedicated to a more collaborative and community-engaged form of innovation. The new identity, wayfinding system, and community activations all contribute to the magnetic energy and excitement of Durham ID, making it a place buzzing with the next big idea.

Durham ID is now a true representation of the city it calls home, celebrating Durham’s strengths and unique character, and providing a home for open innovation.

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