The Ananta creative team is proud to have developed the brand strategy for Experience Princeton, a newly established Special Improvement District (SID) in Princeton, New Jersey. Working in partnership with the organization’s marketing committee in 2022 and 2023, our work included:
Because Princeton is so widely known and well regarded, there was never any question that it would be part of the name for the new Special Improvement District.
We recognized that the Princeton name alone is perceived as having panache and prestige. Yet, Princeton is also a friendly, lively, diverse and welcoming community. Both had to come across in the brand.
The brand would have to be high-end but unassuming. There is a level of sophistication associated with Princeton that is understood, but never showy. Princeton is confident and assured, but not arrogant. Intelligent and inquisitive, but not pretentious. Hang out in Princeton and you will quickly discern its many quirky charms as well as its strong tradition of refined elegance.
With all this in mind, Ananta developed a brand for Experience Princeton that addressed these and other factors that were established during a series of discovery sessions.
The Experience Princeton brand was launched at a special event at the Arts Council of Princeton in early 2023.
Ananta designed and launched a website for Experience Princeton in early 2023. In less than one year, the website has had more than 20,000 unique visitors. The home page hero image featured rotating words describing the many kinds of experiences and places you will discover "around every corner" in Princeton.
We established a navigation that was easy to follow and quickly guided visitors to information about the businesses, attractions and things to do in Princeton, New Jersey.
While Ananta was engaged in a thorough Research and Discovery period with the Princeton Business Partnership to establish a new name and brand for the organization, a series of ads in Town Topics, a popular local newspaper, was created to promote holiday shopping. The focus of the ads was on boosting local businesses to revitalize in-person shopping and dining after the pandemic. The new brand, still in development, was kept under wraps to pack a bigger punch at launch.
