Anyone who calls Central Texas their home will tell you our region is growing at an astounding rate. Leander, a northwest suburb of Austin, has grown by nearly 150% in the past decade — making it the fastest-growing city in the United States. Our client, Northline Leander Development Company, saw the ideal opportunity for a walkable urban hub where Leander residents could dine, shop, work and play. Enter Northline, a new mixed-use downtown development poised to become Central Texas’ newest regional destination.
In late 2019, Buie & Co. was tasked with branding, messaging and marketing the whole project. Our challenge was to capture the dynamic nature of the project and communicate the vision of Northline, despite that at the time, the site still resembled a bluebonnet field. Our scope of work included the creation of a project website, community materials such as a fact sheet, FAQ, email marketing templates and project maps, as well as a PR campaign and media push to launch the project. Each piece of custom collateral was thoughtfully designed, ensuring a cohesive and consistent look and feel. We also launched the project’s Instagram and Facebook channels to garner further excitement and build an active social media presence.
One of our favorite moments thus far has been celebrating the start of construction with a groundbreaking event orchestrated in early March 2020. Featuring a unique, Buie-made interactive art installation, a bluegrass brand, branded picnic blankets, coffee mugs and even a custom donut wall, no detail was too small and no element overlooked. Despite a chilly, rainy morning, more than 200 guests gave Northline a warm welcome to the neighborhood. While the project was already building a significant amount of exciting buzz, the groundbreaking event alone, garnered 24 pieces of online, print and broadcast coverage, reaching an audience of more than 5 million.
Northline has been an incredible project to work on, one that will shape the Central Texas landscape for decades to come. As construction continues so does our work. We are so excited to see this community come to life and become a true downtown destination for our region.