Last summer, the NoMa Business Improvement District hired the Roan Group, an advertising/image consultant, to help them put together a cohesive brand for the all-new neighborhood. Yesterday, they rolled out the results: A new website and the slogan “Connected.”
I’m often a branding skeptic—and had some snark when the BID announced its intentions last year—but on this one, color me impressed. Unlike MidCity’s banner debacle, which sought to paint a huge swath of neighborhoods as an “arts district,” NoMa seems to have found the concept that leverages its best selling point. There’s nothing faked or artificial about it, because there’s no existing condition that they’re trying to reinvent. And it incentivizes further growth in the right direction: Allowing for a car-free life, close to work and shopping and recreation, through aggressive promotion of bicycle amenities and transit.
Now, if only they can figure out a couple of parks (the plan to do that became a much harder sell when the D.C. Chief Financial Officer found that the proposed tax increment financing district would cost $31.9 million—probably a no-go this year, at least).