Changing Customer Perspective with Brand Re-positioning
Strategy | Copywriting | Event Planning
Located in the heart of Dallas, Victory Park is a mixed-use urban development, surrounded by some of the most premier sports and entertainment venues in all of Dallas/Fort Worth DMA. After launch, the high-profile development quickly became associated with inaccessibility, luxury price-points and low traffic.
Goal
My goal was to reposition Victory Park is an approachable and lively district to attract customers and increase daytime foot traffic.
Approach
Using a thoughtful branding package I reintroduced Victory Park in the market as South Victory – a vibrant district with unique shops, restaurants and entertainment destinations.
I created a marketing plan with an omnichannel approach that included experiential, digital advertising, OOH influencer marketing, and sponsorships.
I startedI collaborated with media experts and influencers to inject the bold brand into valuable marketing opportunities that educated the public on South Victory’s new brand proposition.
Result
I launched South Victory injecting the new brand into the community. After years I worked with PR agency to host a re-grand opening to signal the start of the new Victory Park. A brand that celebrates bold business owners and unique Dallas.
Credits
Design: Cole Keeton
Branding: OneFastBuffalo
Photography: Stacey Jemison
Mural Artist: Michelle Morgan