METROHARTFORD ALLIANCE

All together now.

NAMING / BRAND IDENTITY DESIGN

•NAMING •BRAND GUIDELINES •MESSAGING STRATEGY + CREATIVE EXECUTIONS

The MetroHartford Alliance encompasses multiple initiatives that focus on recruiting businesses and people to the Greater Hartford Region. In an effort to develop a more dynamic urban core that’s capable of attracting and retaining talent, their newest initiative hoped to address ways of showcasing everything that makes Hartford — and its surrounding communities — a great place to live for a younger generation.

In light of the COVID-19 pandemic which caused droves of young people to reevaluate their lives in major urban areas, the Alliance wanted this new initiative to speak directly to those that were looking for a change. Touting the benefits of the tight-knit region, they needed the new initiative to showcase how Hartford could be the perfect place for those seeking work/life balance, access to nature, and life in a place that made the dream of homeownership a real possibility. But to make it all real they needed a name — and a brand.

Working with the MetroHartford Alliance’s executive team, I led them through a comprehensive discovery process — including interviews with the area’s key industry leaders and young people new to the region — as well as naming and visual identity workshops to hone in on a creative direction that would breathe youthful energy into the initiative and the larger organization.

The resulting brand, AllHart, does just that. The double meaning of the name speaks to their group’s dedication to helping young people navigate all Hartford has to offer while showcasing the best of the region beyond the city. Through modern typography, energetic colors, and confident messaging, the AllHart brand gives the Alliance a perfect way to showcase how the region’s lifestyles, cultures, and people make it a place full of promise and new opportunities.