For over 60 years, the Sears Crosstown building was 1.5 million square feet of bustling commerce in a thriving community.
We created Crosstown Passports, in both book and poster form, as a teaser and an invitation to the Breaking Ground event, which would serve as the branding reveal to the city.
All who attended the event could take their passport to photo kiosks lining the walls of the main tent, allowing them to personalize their books onsite. When flipboard letters revealed the new name of the building at the end of the ceremony, train conductors emblazoned attendees’ passports with stamps reading Crosstown Concourse, marking the official reveal of the new branding.
Being a project with so much local interest, but not a lot of marketing dollars, we knew that Memphians would be our best billboards.
We designed a full line of Crosstown Concourse apparel and unveiled it as part of the branding reveal at groundbreaking, ensuring that thousands of people had Concourse gear on their backs, shoulders, or heads by the end of the day.