Midtown Santa Fe, New Mexico

Midtown District Brand Strategy

CivicBrand partnered with the City of Santa Fe to develop a brand strategy and visual identity for the Midtown District, a once-in-a-generation redevelopment opportunity at the geographic center of the city. Rather than approaching the district in isolation, the project began with one-on-one interviews with city leadership, a branding workshop with senior staff, and a walkshop to better understand how Midtown should reflect Santa Fe’s broader identity and future aspirations.

The resulting district brand captures Santa Fe’s rich culture while expressing the innovation and creativity envisioned for Midtown. Alongside the identity system, CivicBrand developed a redevelopment website and messaging strategy that helped communicate the district’s vision to residents, developers, businesses, and community partners. Beyond the immediate deliverables, the project established an early framework for thinking about how districts and initiatives can support a more cohesive citywide brand over time.