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.
Circlepoint 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 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.