Lets build on it!
OUR MANTRA
DON’T BE SOMETHING YOU’RE NOT. BUT ASPIRE TO BE MORE THAN WHAT YOU ARE. KEEP IT REAL. BUT KEEP IT SIMPLE. SPEAK YOUR MIND. BUT LISTEN BEFORE YOU SPEAK. MOST OF ALL, JUST BE YOURSELF.
THINK. CREATE. HUSTLE.
Branding and Wayfinding Proposal
A logical signage system should be developed using the new brand, and connects the Riverfront area with the Downtown Business District.
- Balance walkability and transportation signage – The system should convey a common message and visual to audiences both within and outside of the city. It should encourage and sustain pedestrian friendly access and visibility.
- Connecting the Riverfront and train station to the downtown business district – Both areas have experienced modest development in the past few years. To accelerate that trajectory we need to make it easier and clearer to connect the two areas.
- Align with the NY State Travel Stories initiative – This new program emanating from the Gov. Mario M. Cuomo Bridge should be incorporated into the wayfinding signage and microsite, It would aid and enhance Peekskill’s goal of attracting tourists to the riverfront and the downtown by adopting current technology.
- A signage hierarchy – We envision a series of high definition kiosks that guide visitors and residents to hospitality services, cultural highlights, and other points of interest. These premium kiosks are signs in the proposed system and could include the following: smart sensors for technology adoption. Additionally, directional, open space, and parking signs will be placed in optimal locations within the signage system to complement the kiosks.
- Encourage Peekskill to reinstate a tourist pilot shuttle program – Peekskill piloted a free shuttle service called GoPeekskill in 2017 that was very positive with visitors. However, it was unable to be integrated, promoted, and sustained effectively.
Desired outcomes
- To aid visitors and promote tourism with attractive and clearly marked signs.
- To improve the connection and usabiliy of the
- Peekskill Downtown Business District and the Waterfront Transportation Oriented Developement District.
- To provide clear identification of the various landmarks.
- To aid and alleviate in traffic congestion.
- To facilitate a pedestrian friendly city.
Examples of creative wayfinding appropriate for this emerging city.
Pak creative will create a visual expression for Peekskill that differentiates itself from other emerging rivertowns in the Hudson Valley. This strategic brand will be effectively
utilized across multiple graphic identity applications and communicate through mediums such as advertising, signage, social media marketing materials and a website.
- Uniformity – The brand should convey a common message and image to audiences both within and outside of the Historic City of Peekskill. Community.
- identity/Peekskill pride – We will identify and promote what makes Peekskill a regionally competitive environment for investors, businesses, visitors, residents, and the artist community.
- Community and economic development promotion – The objective is to promote an organically growing economy. We want to attract private investment, new residents and young professionals while retaining key businesses. A defined message that will market Peekskill locally and statewide, as a great place to live, work, play and do business. We intend to build on the existing initiatives started by the Hudson Valley Gateway Chamber of Commerce, (HVGCC), the Business Improvement District, (BID), and the recently formed Art Industry Media (AIM).
- Flexibility – The brand must be flexible and adaptable for a variety of departments, and municipal functions within the City of Peekskill. It must also be flexible enough to grow and evolve along with any changes in the market.
- Endorsement – The brand must be authentic and resonate with artists, citizens, businesses, employees, and community groups within the City of Peekskill and throughout the region in order to gain the broadest possible support for its initiatives.
Desired outcomes
- To promote Historic Peekskill in a positive manner.
- To create pride and aspiration in the Peekskill community.
- To improve the vibrancy and relevancy of the Downtown Business District.
- To connect the Transit-Oriented Development, (TOD), District to the Downtown Business District
- To encourage and promote investment through education, business, and local partnerships.
- To raise skill levels in the community.
- To support tourism and the visitor economy this highly energic Peekskill area.
Examples of exceptional branding that is effective and aspirational for this project
OURPROCESS
OURTEAM
Peter McKinley
Creative Director, pak creative
Peter is co-principal of pak creative and understands the tenants of experiential design and is mechanically minded. His experience and talents allow him to work alongside executives and CEOs alike.
Kelly McKinley
Creative Director, pak creative
Kelly has spent the better part of her design career working in NYC within various industries including publishing, corporate design, and turnkey studios. She is a five time award winning communication designer.
Wayne Treptow
Executive Digital Producer, pak creative
Wayne comes with an accomplished advertising. From print houses to running a full integrated production department, he has worked with large brands and extremely creative ideas.
Jeff Cobelli
Executive Producer, Good for You Productions
Jeffrey is the principal of Good for You Productions and has been producing stories since 2009. He partners with his clients to create work that is good for the soul, good for businesses, and good for everyone.
Natalie Chau
Producer/editor, Good for You Productions
Natalie is the premier editor at Good for You Productions.
She is able to marry her love for animation and film production to help tell the best stories she can.
Stephen Visconti
Executive Creative Director, pak creative
Stephen has distinguished his work by integrating intelligent strategy, superior content and world-class design; delivering an extraordinary level of creativity in the brand expression he’s developed for his clients.