Challenge
When Forest City bought the Winchester Repeating Arms factory in New Haven, CT they knew they had something special. They were going to create a mixed-use development inspired by the history of the Winchester brand that would serve local startups and young professional residents. Our job was to bring this brand to life in a way that captured the history and connected it to today’s lifestyle.
Insight
Winchester is not just about guns or the Old West, it’s a brand that’s about quality and craftsmanship.
Idea
Craft Your Life
We developed a brand that connected the craftsmen of Winchester rifles, toys and tools to the craftsmen/women that make New Haven great today. A brand that captured a crafted life, one where all of the details have been considered, from a logo inspired by the Winchester proof mark to local artisanal retail guidebook to a “Show Us Your Craft #LifeCrafted” contest.
Results
- 95% leased in 9 months
- 130+ attendees to Art Gallery event
- 140+ entries in #LifeCrafted contest
- ADDY Awards: Integrated Brand, Poster Campaign, Responsive Website