Marketing agency leads branding efforts for commercial development in Rock Hill
CHARLOTTE, N.C. (September 18, 2019) – SPARK Strategic Ideas (SPARK) has been working with The Keith Corporation (TKC), a full-service commercial real estate firm headquartered in Charlotte, on the brand development and launch of its new adaptive reuse development in Rock Hill, South Carolina. The project will transform a 400,000-square-foot historic warehouse, formerly part of the Rock Hill Printing and Finishing Company, into a restaurant, retail, office and event space. TKC hired SPARK to name the development, design a logo, build a webpage, launch their social media pages and manage public relations efforts around the announcement.
“We are energized by The Keith Corporation’s passion for this project and are excited to serve as their marketing and public relations partner,” said Anne Marie Holder, CEO of SPARK. “At SPARK, we believe in total immersion when starting a new project to develop and foster a strong connection. In addition to visiting the site, our team really dove into researching the history of the building, the former factory and the area to brainstorm name ideas that would be the right fit for the new brand.”
Showcasing the property’s textile history as well as its future growth, “The Thread” was selected as the official name for the adaptive mixed-use project. SPARK came up with the name as a reference to the development location connecting the Winthrop University and downtown Rock Hill communities. The logo SPARK designed, a needle and thread encircling the name in a cursive handwritten font, is vintage yet modern to bridge the past and the present. The red and blue colors are also a subtle nod to the former mill within the Rock Hill Printing and Finishing Company complex, which at the time printed much of the country’s American flags.
“We believe a name and logo are invaluable assets that create a story and set expectations for what a brand will deliver,” said Pollyanna Falk, director of account service and public relations at SPARK. “One of the challenges our team faced with The Thread was creating a unifying name and logo that spoke to the unique history of the building but also showcased the developer’s creative vision for the future.”
After the name and logo approvals, SPARK developed a webpage to introduce The Thread and provide key information for potential tenants. The agency then set up and launched the Facebook and Instagram social media pages for The Thread and will provide ongoing content to engage followers. Finally, SPARK integrated public relations efforts, writing and pitching a news release on the name and logo announcement to maximize awareness of the redevelopment in both the Rock Hill community and greater Charlotte region.
“We are very pleased with the branding work SPARK has done for The Thread,” said Brendan Pierce, office development partner at The Keith Corporation. “Through their marketing and outreach efforts, SPARK’s team has helped lay a foundation for what the community can expect from this redevelopment project, and we are looking forward to where we go from here.”
For more information on The Thread, visit TheThreadRockHill.com.
About The Keith Corporation
The Keith Corporation is a full-service commercial real estate firm headquartered in Charlotte, North Carolina. Founded in 1989, The Keith Corporation cultivates trust and communication with their clients by creating a customized approach to building their ideal product. The Keith Corporation product types range from single-tenant retail, to high-rise office buildings, to industrial warehouses, manufacturing facilities, and state-of-the-art healthcare projects. The Keith Corporation has completed projects in every region of the United States, as well as in Canada, Mexico, and the United Kingdom. For more information, visit thekeithcorp.com.
