The South Bronx’s Mott Haven neighborhood is a tight knit community of small and passionate businesses, lively restaurants & bars, and local driven retailers. The key common connection amongst all of these businesses is their common support for each other, especially through the challenges of the pandemic. Brookfield hired and challenged CO OP to create a brand for their 1,300+ unit waterfront residential development that would seamlessly integrate into this connected community.
As other branded developments were coming online in Mott Haven, we recommended a community-led approach for Brookfield’s development that reinforced the overarching commitment to building Mott Haven’s success. The brand name and identity celebrated the existing physical spaces. “Bankside” connected the development’s name with its location; 3rd and Lincoln, straddling the 3rd Street Bridge. The visual identity leveraged the beauty and grit of the neighborhood, making the brand feel like a natural extension of the community.
The key to this brand’s success was our time getting to know the local community, its rich culture and vibrant people. This allowed us to truly understand the neighborhood and its residents. As such, we launched the brand through the eyes of the locals. We took a documentary style approach in all our communications by showcasing local art and the lives of engaging people and how they have impacted the community over the years. Bankside is a brand that truly reflects the people and celebrates the spirit of Mott Haven.
Brand Strategy
Naming
Visual Identity
Verbal Identity
Brand Activation
Website Strategy & Design
Asset Creation
acres of waterfront land
towers housing up to 1,300 apartments
investment into Mott Haven
public esplanade along the Harlem River