BUILDING A PLACE THAT WILL BUILD A CITY’S FUTURE.
In High Point, North Carolina, a coalition of city and community leaders led by Business High Point—Chamber of Commerce rallied around an ambitious vision: to kickstart the revitalization of their Downtown district by transforming two historic buildings, Plant 7 and The Factory, into a vibrant business and community hub .
We collaborated with all stakeholders to explore and crystallize the purpose, personality and spirit of the exciting new place they want to create. From these discoveries we laid the foundation for the brand, beginning, of course, with the perfect name — Congdon Yards.
A name with many layers, Congdon Yards honors the family whose $45M+ philanthropic investment fuels the project. It also hints at gathering, play, industry and standards of measurement—specifically, the one used by the hosiery mill that occupied the historic buildings.
Then came the really fun part. Bringing the brand to life with every platform, experience and application we could imagine, and inspiring people to work, gather, innovate and celebrate in the exciting new heart of Downtown High Point.