Sitting at the nexus of Brooklyn’s Park Slope and Gowanus neighborhoods, the 4th Avenue Corridor was at a tipping point with a host of new development projects underway. From a hodgepodge of warehouses and service areas sprang the potential for a vibrant new urban neighborhood. In collaboration with multiple developers and community partners, Minelli embarked on a placemaking initiative to forge a singular brand presence that set the vibe for this emerging area. We developed a new iconic symbol and compelling messaging system that, when combined, captured and expressed the Corridor’s creative potential. Beginning in the summer of 2015, sequential public art installations and “pop up” community events created a distinct sense of whimsy and energy. With the help of guerilla marketing efforts and social media outreach, we were able to spread the word and build momentum, transforming this Brooklyn neighborhood into a vibrant creative community for all.