CHALLENGE: Since 1995, we've assisted the National Trust Main Street Center, a program of the National Trust for Historic Preservation, in promoting their initiatives that combine historic preservation with economic development to restore prosperity and vitality to downtowns and neighborhood business districts. The Center holds an annual conference for Main Street organizations in a city selected for its efforts in bringing new life to its urban core. Each year, we take the conference's theme and combine it with key aspects of the host city to essentially reinvent the show, generate buzz and help grow attendance.

SOLUTION: Philadelphia was the site of the 2008 conference with the theme, "Enriching Main Street Through Entrepreneurship and Diversity." We created a logo that transformed an instantly recognizable Philly icon into a 21st century symbol of hope. The multicolored Liberty Bell mark represents diversity in culture and in the kinds of businesses that make Main Street exciting. This logo set the tone for the entire show and the other marketing materials we developed including the preliminary and final programs, expo directory, signage template, and Website. As a result, the Center had its biggest, most successful conference in its history.