The PROJECT

WestRidge is a real estate development founded with the vision of creating a vibrant, inclusive community where residents and businesses can thrive together. The organization approached me with the desire to refine and revitalize the development’s existing brand identity with the goal of more effectively competing for business opportunities within the region. 

Located in Morgantown, West Virginia, WestRidge spans over 1,000 acres of master-planned space. The development boasts quality sustainable construction that fosters economic opportunity in a historically underdeveloped community. From cutting-edge office parks to dynamic retail districts and flexible industrial spaces, WestRidge strives to embody the essence of progress and prosperity. 

The STRATEGY

The branding process for WestRidge began with an audit of similar developments across the country to understand the competitive landscape. This was followed by a deep dive into the development’s unique attributes to identify the organization’s guiding core values. This process identified warmth, optimism, professionalism, and collaboration as key pillars of the brand's identity. Leveraging these attributes, the brand strategy centered on crafting a brand narrative and visual expression that resonated with B2B audiences, emphasizing WestRidge's commitment to excellence, inclusivity, and community engagement.

Working alongside WestRidge’s External Relations team, we developed a multi-faceted approach to brand communication, leveraging various channels including digital platforms, social media, and community events. Through compelling storytelling and engaging content, we showcased WestRidge as a central destination where people come together to live, work, and play.

By aligning brand messaging with the values and aspirations of our target audience, we established WestRidge as a leading real estate development and a beacon of progress in the region. Through strategic partnerships with community organizations and various outreach initiatives, the revitalized WestRidge brand continues to drive awareness and engagement while fostering lasting connections with residents and businesses.