Projects – CPP
April 2025
A NEW BRAND FOR COLUMBIA PIKE
When the Columbia Pike Partnership (CPP) unveiled its new “The Pike” brand, the challenge was clear: transform a 3.5-mile corridor’s fresh visual identity into a living, breathing brand that the community would embrace. With multiple programs, events, and stakeholders, CPP needed a cohesive strategy to ensure brand consistency, build excitement, and drive engagement across all touchpoints.
Make Progress Strategies started the engagement by developing a Brand Messaging Framework. An unexpected outcome of that work was the realization that Columbia Pike needed a placemaking brand to represent the corridor. Shannon stepped in to guide the visual brand development and rollout from strategy to street-level activation.
We developed and executed a plan that included creating sub-logos for signature events, refreshing signage and collateral, and producing digital marketing assets to promote community programs like the Farmers Market and the 2025 Blues Festival.
To launch the “We Are The Pike” campaign, we translated the campaign slogan into four other languages ensuring inclusion and representation of all communities living and working on The Pike. Regular collaboration with CPP leadership ensured internal alignment, while targeted outreach strengthened relationships with local businesses and community influencers.
The result: a unified brand presence that captures The Pike’s energy, character, and value— turning a marketing challenge into an opportunity for CPP to strengthen its identity and deepen its connection with the community it serves.