Oakland Central


In 2014, the Downtown Oakland Association and the Lake Merritt/Uptown District Association partnered with Circlepoint to help tell the story of Oakland’s Uptown and Downtown Districts,the commercial Broadway corridor, and adjacent neighborhoods. Oakland Central is the unifying brand identity and its accompanying website showcases the area’s extraordinary artists, vibrant small businesses, community organizations,residents, and the people who work here.


The Challenge

The mission of the project is to communicate the area’s unique character and spirit in order to unite the disconnected nodes along Oakland’s Broadway Corridor. The resulting brand and campaign aims to engender a sense of pride among existing residents and business owners and to attract prospective property owners, businesses, residents, and visitors to the area.


The Approach

Oakland_Central_Mockup_ResponsiveCirclepoint successfully developed a lifestyle brand for the area including the name Oakland Central and a distinctive mark that appealed to the project’s wide range of audiences. The brand effectively pays homage to the historic character of the area while employing a modern style that will stand the test of time. The cornerstone of the campaign is a dynamic website that creates a central resource for sharing the great stories, events, and happenings that the heart of Oakland has to offer. The site was developed with multiple auto-populating features to keep the site fresh with minimal maintenance and a back end dashboard that makes it seamless for partner organizations and stakeholder to contribute new content.


The Results

The Oakland Central has been embraced by project stakeholders and the message-driven, image-rich website engages a wide range of users by showcasing local businesses and integrating features that show what it means to be at the heart of Oakland. These features include the Scoop, which profiles local businesses, amenities, and community leaders, and the Buzz, which automatically curates social conversations related to the Oakland Central brand in one streaming feed by using a social media aggregator.

OakCentral_Screenshot_theBuzz_2 OakCentral_Screenshot_theScoop_2b

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