Capstrat Creates New Identity for Fayetteville Street Reopening

For Immediate Release

Contact: David Chatham
919 882 1954

Raleigh Wide Open Generates Excitement Downtown

RALEIGH, NC – In early 2006, Capstrat, a Raleigh, N.C.-based strategic communications firm, was approached with a city-wide challenge.  The firm was engaged by the City of Raleigh, the Downtown Raleigh Alliance, Artsplosure and the Raleigh Convention Center to brand and create supporting marketing material for the Fayetteville Street reopening in downtown Raleigh.

The goal was to develop a brand that somehow captured the heritage of Fayetteville Street, but at the same time packed a fresh energy and made clear that the street is still a work in progress to which everyone can contribute.

"We were thrilled to be invited by the organizers to participate and really revved up by the challenge they gave us," said Billy Warden, account director for the Raleigh Wide Open project. "As we talked, the mission became to give the event a brand that respected the history of the city and the street, but that also came on with a fresh, vibrant energy. Sort of like classic rock as performed by a hot new dance band."

Armed with a strategic communications plan, Capstrat staffers eagerly embraced the challenge.  Everyone had ideas and opinions.  In the end, a graphically enhanced Sir Walter Raleigh was by far the favorite avenue to communicate the significance of the Fayetteville Street reopening to the Raleigh community. 

"The diversity of our city's culture inspired us to create a piece of art that was traditional, funky, rich, colorful, layered with meaning and fun all at the same time,” said Scott Ballew, associate creative director for Capstrat. “The image of Sir Walter Raleigh with his arms wide open invites everyone downtown. Running down the middle of his opened cloak is Fayetteville Street. At the top, the Capital, the bottom, Memorial Auditorium. Between each landmark are images of the past and plans for the future."

The brand Capstrat created now lives on street banners, posters, t-shirts and other promotional items. The new Sir Walter Raleigh has become an image associated with downtown Raleigh’s revitalization and the return of Fayetteville Street.

"As a Raleigh native, it's almost impossible for me to believe that our city is blooming into the creative center of the south" says Todd Coats, Capstrat's creative director. "With this work, we embraced the real spirit of the transformation by incorporating Raleigh’s rich history and its growing future."

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About Capstrat:
Capstrat is a strategic communications firm with offices in Raleigh, N.C. and Washington, D.C. The company’s services include marketing communications, public relations, public affairs, marketing communications and dynamic media. Capstrat was recognized in 2003 by PRWeek, the public relations industry’s leading trade publication, as one of the nation’s best Mid-Sized Agencies. For more information about Capstrat, visit www.capstrat.com.