Danville’s River District has existed for more than 200 years. In the intervening years, the area’s identity has gone from the simple origins of the town of Danville to a center for tobacco warehouses to the River District, where ideas and innovation flow. The Danville River District brand unveiled Friday evening at a community party asks community members and visitors alike to reimagine that image.
“Danville River District: Reimagine That” is the River District’s new brand platform announced amid planned entertainment, activities and an impressive fireworks display (all despite rain that hit the area for an hour Friday night.)
It has three parts to it.
At the top is a brown and white silhouette illustration that represents the historic tobacco warehouse architecture of downtown Danville. The architecture seen in the image is that of 610 Craghead St.
The next portion is a center band in a brick red tone. The final, bottom portion of the image is interchangeable. It mimics the appearance of flowing water but upon closer examination shows electronic circuitry lines. This represents Danville’s advanced technology focus as well as the city’s Dan River.
The image has a three dimensional look to it, presenting the motifs at a unique angle that suggests the fresh approach to the historic landmark that is Danville. The brand has an upward angle that emulates the progressive and upward movement of the River District.
Overlaying the whole image are the tagline’s words. It can be repurposed for other events or activities, such as the Danville Mud Run or the River District Festival. The brand’s colors are brown, brick red, green and chartreuse.
The narrative invites you to be a part of Danville’s renaissance, if not your own. It promotes the individual mobility each individual community member has to envision change and progress that revises the way things have always been done.
“This is not an advertising campaign with a slogan and logo. This is about our identity as a River District and it tells who we are and what our economic advantage is,” Danville Public Information Officer Arnold Hendrix said.
The brand and its accompanying narrative are the product of about two years of research, professional consultation and preparation. Danville used North Star Destination Strategies as the consulting agency for this project.
The process started in 2010 when a delegation from Danville visited Greenville, South Carolina. There they learned of the possibilities for a once-dying downtown. They also learned of the need to develop achievable projects, such as this logo and brand.
North Star spent in the River District, both in a formal manner and undercover. Danville Office of Economic Development Assistant Director Corrie Teague explained that the consultants repeatedly emphasized that “your brand is what they say about you when you’re not around.”
The research portion included interviews and focus groups with public officials, businesses and civic organizations. Representatives from Averett University, the Danville Area Historical Society, Galileo High School, the River District Association and more provided opinions on the River District’s previous successes, potential and ideas for the future. A team of three creatives worked on the design details of the brand and image.
Even secret shoppers were deployed to ask questions about the area and its community. The North Star team wanted to get the unadulterated, true opinion of the River District. The terms adaption and repurposing came up repeatedly.
Signage already is visible at various entry points to the River District. About six more gateway signs will be installed as part of the wayfinding project. Approximately 20 vehicular signs and multiple kiosks will be added, too.
The next streetscape project on Craghead Street will begin soon. The work will introduce pavers and other elements seen on Main Street from Loyal through Newton Streets. The work on the pedestrian bridge connecting the north and south portions of the Riverwalk Trail will begin in June.
“We have a development model in place for the River District. We have had great success with it, and now we want to celebrate that success and challenge everyone to see things not as they are, but as they could be,” Teague said Friday.
Morrison reports for the Danville Register & Bee.
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