Held every two years, the International AIDS conference attracts about 25,000 delegates from all over the world, and is the premier gathering for those working in the field of HIV, as well as policymakers, people living with HIV and others committed to ending the epidemic. It is a unique opportunity for researchers from around the world to share the latest scientific advances in the field, learn from one another's expertise, and develop strategies for advancing all facets of our collective efforts to treat and prevent HIV.
In early 2011, Trialogue Studio was one of three firms asked to pitch for the assignment to design the visual identity for the conference. We were thrilled to be awarded the project and have recently completed the logo design. We were subsequently engaged to produce all of the environmental signage, press kit covers and stationary package in time for the opening press conference held on February 25th in Washington, DC. We also re-skinned the AIDS 2012 website and are now beginning work on a comprehensive set of brand guidelines.
For the last year, Michael Altman has been advising the owners of Bluefields Bay Villas and the local community in the areas of sustainable tourism development, capacity building, workforce development, strategic planning, product development and marketing. He assembled a team that successfully repositioned the five exclusive Jamaican seaside villas as the most natural, distinctive and highly personalized lodging experience on the island.
In 2008 as a contractor for a prominent Canadian communications agency, Michael Altman led the team that worked with the City of Calgary to assess the relevance of its current brand positioning Heart of the New West and supporting visual identity that it adopted about eight years ago. After completing the audit, we recommended and were engaged to develop the new go forward positioning for the City of Calgary that recognizes that Calgary generates a one-of-a kind urban energy that fuels the creativity and entrepreneurism of its diverse people, communities and commerce; that the city’s bold, progressive vision powers a burgeoning cultural vitality that complements its spirited Western heritage and draws visitors from around the world; and that Calgary brings its commitment to sustainable commerce and communities to ife through the many ways it enables growing communities and organizations to adapt and thrive.
Michael Altman and Jeannette Hanna worked with the Capitol Riverfront Business Improvement District (BID) to attract the region’s vanguard office tenants, residents and retailers to the area. Capitol Riverfront has 30+ LEED certified existing or planned buildings, four new parks and a 16-mile riverwalk trail to entice newcomers to what was once a forgotten slum. We developed a new positioning based on “leading from the Front”, a vibrant new identity to help express the postioning and a marketing blueprint that includes innovative ideas like locating a farmer’s market on a floating barge and creating a “Riverkeepers” volunteer youth corps. and more.
Is it working? Stakeholders are jazzed and subsequent to this assignment, we were engaged to re-design their web site that launched to great fanfare here.
As a sub-contractor to MET Strategies, LLC, Michael Altman collaborated with Beth Tuttle to help the museum to establish a clear point of difference and a meaningful brand proposition in order to increase its reputation as the leading arts institution in the Sacramento Valley, gain the notoriety it deserves and attract new audience segments as it should.
MET's broad scope took us right from orgnaizational alignment through brand positioning, identity, marketing communications, advertising, and web re-skin. Check out the new museum here.
Now, stakeholders and the public are feeling a growing sense of presence here and are beginning to see Crystal City in an entirely new light.
In 2009, Trialogue Studio was engaged to completely re-design the BID’s website. Check it out here.
Michael Altman was a consultant/ advisor to the Cultural Alliance on formation, funding and marketing strategy for this important regional arts marketing initiative.
In 2006/07 as a contractor for a prominent Canadian communications agency, Michael Altman led the team that worked with Destination DC (representing a broad, highly diverse group of stakeholders from hoteliers and attractions to the Mayor's office and other federal agencies like the National Park Service), to build a distinctive sustainable brand strategy to guide the city's marketing and promotional efforts. The “powerful moments” positioning evolved from formal national and international surveys as well as an innovative community-engagement web site the team developed called, “Share Your DC.” The site generated thousands of DC “insider” tips for visitors that were incorporated into marketing communications.
Is it working? The client has recently completed a Return on Investment Study where they determined the following about the new positioning and accompanying advertising campaign:
The Yards project will blend adaptive reuse of several historically protected, former industrial buildings that were originally part of the neighboring Washington Navy Yard, as well as numerous sites of all-new construction. With more than 30 buildings planned overall, The Yards will ultimately generate millions of dollars annually from land that was previously not on the District’s tax rolls, over 3,000 new residents, sustainable design including the adaptive reuse of the historic buildings onsite and hundreds of construction and permanent jobs for DC residents. In addition, the project will provide LSDBE, job training and First Source hiring programs throughout its multi-phase development plan.
Forest City engaged Trialogue Studio to refresh The Yards identity, develop a website for the Yards Park and design environmental signage to celebrate and promote the openings of the Yards Park (Summer 2010), the Foundry Lofts (Summer 2011) and Boilermaker Shops (late 2011).
As a result of a neighborhood charrette in 2005 a vision plan for Ivy City was created which provided the foundation for the disposition process of a percentage of vacant housing in Ivy City through the DC Department of Housing and Community Development (DHCD). DHCD was awarded $2.8 million from the first round of HUD’s Neighborhood Stabilization Program (NSP) funding under the Housing and Economic Recovery Act of 2008, and DHCD used that funding solely for what was deemed the Ivy City Special Demonstration Initiative. As a result, three (3) affordable housing developers (Habitat, Manna and Mi Casa) are developing a total of 53 units in Ivy City for redevelopment.
DHCD and The Local Initiatives Support Corporation (LISC), a national nonprofit community development investor dedicated to helping to create healthy neighborhoods that are good places to live, work, raise children and conduct business engaged Trialogue Studio to help find a way to reposition this new upcoming community that has been plagued with challenges and come up with a community outreach/consultation strategy and activities to market and communicate its bright future. The positioning, visual identity and marketing strategy is complete and in the market.
Is it working? We are pleased to say that almost all of the 53 units are spoken for and with all of this development and incoming new residents, Ivy City is beginning to bloom again. Learn more at ivycitydc.com.
UPDATE: DHCD subsequently received $9.6 million in the second round of NSP funding under the American Recovery and Reinvestment Act of 2009, a portion of which will be invested in Ivy City with the balance being invested in Trinidad and Anacostia neighborhoods. Trialogue Studio is again on board to provide counsel and actionable, creative strategies to leverage this critical community investment.
Through a market-driven, community-led approach, the Ivy City and Trinidad Neighborhood Stabilization Initiative will examine how DHCD’s housing investment can be leveraged to further three primary goals:
Recommendations developed through this initiative will honor the District of Columbia’s stated vision for:
Trialogue Studio has been asked by DHCD to continue its work that it began in Ivy City under the first NSP grant and will join the NSP2 team as Community Visioning, Branding and Marketing experts. Our task is to synthesize and leverage all of the insight gained through the project to create and execute a targeted marketing campaign to attract potential homeowners and developers to the NSP-funded housing programs and as general branding materials for the neighborhoods. Creative is approved and Trialogue is submitting its final marketing recommendations in August 2011. More about the project at ivycitytrinidad.wordpress.com
After a series of 10 public input meetings conducted between November 2009 and February 2010, it appears that consensus has been reached on a vision that could serve as the basis for asking the Office of Planning to develop a small area neighborhood plan or consider a Planned Unit Development (PUD) that could then be used as justification for any agreed upon zoning or density changes.
In context of this work, Trialogue Studio together with its partner Jackson Brady Design Group was engaged by the Washington Convention & Sports Authority and Destination DC to conduct research and provide options and recommendations for the design and operation of a new Washington, DC Visitor Center to be located at the old Carnegie Library building at 801 K Street, NW at Mount Vernon Square. The first phase of this project is now complete and our findings and preliminary concept recommendations were submitted in late March 2010.
Interested in learning more? Check out the Mount Vernon Square District Project site here.
For Raleigh, the future looks very bright indeed.
In March 2009, he was in Yerevan, Armenia where he conducted training in Tourism Assessment, Sustainable Tourism and Destination Branding and Marketing for a multidisciplinary group of tourism educators, industry professionals and government stakeholders as part of USAID’s $14.2 million Competitive Armenia Private Sector Project (CAPS). At that time, he also delivered a lecture to 30 members of the Armenian Tourism Lecturers Club on Linking Contemporary Tourism Industry Trends to Contemporary Education Techniques and facilitated an interactive discussion focused on the challenge of equipping today’s graduates and future tourism employees with the skills and knowledge that are required by the competitive labor market and increased competition in the sector. Learn more about CAPS here.
Michael Altman of Trialogue Studio served as consultant to the Washington DC Economic Partnership and the DC Office of Planning on defininng, expressing and marketing DC's first Actionomics summit held in November 2009 where over 150 people plus the media and Chairman of the DC Council Vincent Gray attended. Check out a clip on YouTube here.
In May, 2009 Forest City Washington, Inc., developer of the major riverfront mixed-use project known as The Yards in the city's Capitol Riverfront district, along with the District of Columbia, officially broke ground on the development of the public park to be located on the riverfront at The Yards. The Yards Park officially opened in the fall of 2010 and was constructed through the use of public sector funds involving the "Payment In Lieu Of Taxes" (PILOT) program for financing such projects.
The Yards Park is designed to be the centerpiece of Forest City's 42-acre mixed-use project that will ultimately include 5.5 million SF of new development/redevelopment including approximately 2,800 residential units (both rental and for sale), 1.8 million SF of office space, 400,000 SF of retail/dining space. Designed by M. Paul Friedberg and Partners of New York City, The Yards Park includes several significant components:
Trialogue Studio was engaged by Forest City and The District of Columbia Government to position the park, design a web site to promote its use and create environmental signage for the Park Grand Opening on September 7, 2010. Over 5,000 people attended the opening weekend festival that featured Art Whino, live performances, a Kid Zone, dog run, yoga and dance classes, great local food and more. Visit Yards Park for more information.