Nashua, New Hampshire

Defining a City in Motion

The City of Nashua engaged CivicBrand to develop a comprehensive city brand and placemaking strategy that would guide tangible improvements to the built environment. Beyond the City itself, the process aligned employers, nonprofits, healthcare providers, educational institutions, and other community partners around a shared vision for Nashua’s future.

Through extensive research, stakeholder engagement, and public participation, CivicBrand developed the brand platform, A City in Motion, creating a common story and direction the entire community could embrace.

The strategy moved beyond planning through the transformation of Library Walk, an underutilized alley reimagined with custom gateway signage, a mural, lighting, street furniture, and a community launch event. During the activation, residents helped identify other areas across Nashua that could benefit from similar placemaking improvements. Those ideas informed a citywide placemaking strategy identifying priority locations and concept designs that continue to guide implementation across the community.

Alley Activation - Library Walk

Rather than stopping at strategy, we immediately put the brand to work through the transformation of Library Walk. CivicBrand developed the placemaking vision, designed the new custom Library Walk signage, and led implementation of the activation. The project included a custom mural created by Quest Nine and custom furniture fabricated by local makerspace studio, MakeIt Labs, helping transform an overlooked alley into a vibrant community gathering space. The result demonstrated how a place brand can move beyond communications and become a visible part of the city’s physical environment.

Placemaking Strategy - Activate Nashua

The celebration of the new Library Walk also became an opportunity to engage residents about other places across Nashua that could be improved. Community input informed a citywide placemaking strategy that developed concepts for parks, trails, riverfront connections, gateway experiences, recreation areas, signage systems, and public gathering spaces throughout the city. The result was a roadmap for future placemaking concepts and investments across the city.

Implementation - A Roadmap for Long-Term Action

To ensure the brand continued building momentum long after launch, CivicBrand developed a comprehensive implementation guide outlining specific actions, responsibilities, and opportunities for future activation. The guide included a prioritized action matrix that helps city leaders identify what to do next, when to do it, and how to continue strengthening the brand over time. More than a brand guide, it serves as a long-term roadmap for communications, placemaking, partnerships, and investment across Nashua.