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When it opens in 2020, the Bottleworks District will fuse past and present, reimagining the iconic Coca-Cola building on Mass Ave in Indianapolis. A $300 million, 12-acre urban mixed-use development, the developer needed pre-construction marketing that clearly communicated the district’s historic legacy and its culinary, arts, and entertainment vision.

Building Buzz Before Buildout

A project at this scale has many moving parts and many different audiences to engage and win over. Momentum and interest need to build over time. And meaningful connections with vendors and potential audiences need to be made well in advance of opening.

With smart partner events, printed materials, site signage, social media, and targeted earned media outreach, we’ve been able to help Hendricks Commercial Properties market and sell the Bottleworks District. The series of architecture, music, culinary, and groundbreaking events have helped to engage and grow the diverse audiences. And, the events also reinforce the developments’ cool vibe. As a result, top office, residential, and retail leases are being signed, and the word is out locally and nationally.

Our collaborative efforts have brought nearly 7,000 people to the site during the pre-construction phase. Social media engagement is up over 175% across multiple channels, and organic traffic to the website has doubled. Additionally, Bottleworks has been featured in 64 earned media pieces to date, reaching more than 100 million unique visitors online and more than 2 million readers in print.

A Branding Nod to the Past

The Garage at Bottleworks food hall will occupy two of the bottling plant’s original garage buildings—the exteriors will highlight the 1930s Art Deco terra-cotta facades, industrial architecture, and the buildings’ large roll-up doors. This is why we chose to immortalize the original lettering by making it the basis for a custom Bottleworks typeface. This subtle branding cue is used in the Bottleworks logo, site signage, and promotional materials. The vendor pocket guide serves as an onboarding document given to new tenants of The Garage. It draws inspiration from the vintage drivers’ logs of the Coca-Cola delivery men who once called this home base.

Custom typeface designed for Bottleworks, based on original typography found on the bottling plant's exterior
Custom typeface designed for Bottleworks, based on original typography found on the bottling plant's exterior
Info Card
Info Card
Media Passes
Media Passes
Vendor Pocket Guide
Vendor Pocket Guide
Groundbreaking Program
Groundbreaking Program
Groundbreaking Invite
Groundbreaking Invite