BUSINESS

THE CITY OF NEW BRUNSWICK

Masterpiece, in partnership with DEVCO’s New Brunswick Development Corporation, the City of New Brunswick experienced a massive transformation and added over $2 billion in urban revitalization projects, including the New Brunswick Performing Arts Center, The Hub @ New Brunswick Station and the Yard @ College Ave. While the city’s former tag line, “New Brunswick...it just keeps getting better,” served to accurately communicate the city’s major characteristic, it didn’t fully capture nor position the breadth and scale of New Brunswick’s current-day or future urban renaissance.

City government leadership understood that a development project of this magnitude required a logo, brand identity and brand positioning that guaranteed the future success of the city while optimizing return on redevelopment investments.

Masterpiece was responsible for the development, creation and production of a corporate identity package that included a logo, color palettes, typography and design elements on behalf of the City of New Brunswick. This gave the city the building blocks to formulate communication campaigns across the entire marketing spectrum, including traditional and digital channels.

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