--- title: "Downtown BIA: Case Study" date: 2025-09-18T09:12:00-04:00 author: Gregor Terrill canonical_url: "https://www.alphabetcreative.com/work/hello-downtown-the-new-downtown-bia/" section: Work --- The expansion aligned with the *Living Capital* revitalization plan actioned by the Ottawa Board of Trade (OBOT). To prepare, Sparks Street BIA approached Alphabet® with a clear need: build a new brand—including a visual identity and messaging—to unite residents, businesses, partners, and visitors around the new vision of downtown. brand research & strategy ## Key findings & strategic direction Our process began with extensive desk research and stakeholder engagement. We explored what other BIAs were doing in Ottawa and cities like Toronto and Montréal. Then we sat down and listened to 16 key stakeholders across arts and culture, real estate, hospitality, tourism, small business, and municipal leadership. The research identified three key insights: ### Lack of identity Despite being the downtown of Canada’s capital and its symbolic landmarks, it felt unremarkable with all the stark-looking architecture. ### Desire for cultural energy Arts and culture are a major driver of tourism and resident engagement and vital to downtown’s revival. ### Need for inclusivity The new brand must reflect Ottawa’s diverse cultural groups and businesses, while promoting accessible and safe public spaces. ![Performer holding a circular fire prop with flames against a dark background, partially framed by a yellow corner shape.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_800xAUTO_crop_center-center_none_ns/hello-downtown-motif-parallax.jpg) Informed by this research, we suggested a flexible, future-ready brand built to evolve with downtown. The strategy is one that lives, grows, and adapts as the revitalization plan comes to life over the next 10 years. ### Stage 1: Investment Signal to all audiences (residents, businesses, partners, and visitors) that change is happening and it’s their chance to shape the future of downtown. ### Stage 2: Engagement Call to action to create change, encouraging bold leadership and inspiring collaborative, courageous steps forward. ### Stage 3: Recruitment Once transformation is obvious and audiences start to promote the brand themselves, the brand positioning and personality becomes concrete. ### Stage 4: Ownership Shift from awareness to loyalty, where audiences are empowered and fully invested in the health and vitality of downtown Ottawa. creative ## Brand name & system Downtown Ottawa is evolving. So it can’t be defined by one thing—dining or shopping, arts or events, culture or history. We suggested a system to express everything about the region and its future potential: *Hello Downtown* as the public-facing name, with a series of sub-names to tell the complete story. The corporate name, *Downtown BIA*, anchors the brand. hello ![](https://www.alphabetcreative.com/assets/clients/dbia/hello-downtown-messaging.mp4) ![Older man with gray hair and beard wearing a dark plaid suit jacket in a restaurant.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_800xAUTO_crop_center-center_none_ns/hello-downtown-img-business.jpg) ![Group of friends laughing and having fun together on a night out.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_800xAUTO_crop_center-center_none_ns/hello-downtown-img-leisure.jpg) ![Beige background with two bold orange geometric shapes aligned vertically on the right.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_800xAUTO_crop_center-center_none_ns/hello-downtown-motif-bg.jpg) *Hello Downtown* is friendly. It's clear and memorable. Above all, it’s human, speaking to the energy, personality, and warmth of the district. From a new identity and messaging to a fully flexible brand system with dynamic logos and human-feeling typography. From a new, lively website to a video with House of Common revealing the updated look, feel, and positioning. Say "hello" to the new *Downtown BIA*. ![](https://www.alphabetcreative.com/static/device-frame-macbook.png) ![Website homepage for Hello Downtown featuring hero image, event listings, inspiration section, and local business highlights.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_877xAUTO_crop_center-center_none_ns/hello-downtown-homepage-2x.png) ![Phone displaying Instagram post of friends sharing a meal, with hands reaching for bread and drinks on the table.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_800xAUTO_crop_center-center_none_ns/hello-downtown-social-static.jpg) ![Couple posing in a yellow frame with “hello downtown” sign on a pedestrian street lined with historic buildings.](https://www.alphabetcreative.com/assets/transforms/clients/dbia/_800xAUTO_crop_center-center_none_ns/hello-downtown-experiential.jpg) ## To learn how Alphabet® can help tell your story, **get in touch, and we’ll get started.** [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) ## More work [ view all ](https://www.alphabetcreative.com/work/) - [ ![A hotel guest with a rolling suitcase speaks to a receptionist behind a front desk in a modern hotel lobby.](https://www.alphabetcreative.com/assets/transforms/clients/TIAA/_800xAUTO_crop_center-center_none_ns/tiaa-kate-hero-2.jpg) Tourism Industry Association of Alberta ### Canada’s first AI-powered HR advisor ](https://www.alphabetcreative.com/work/canadas-first-ai-powered-hr-advisor-for-tiaa/) - [ ![Makatew thumbnail](https://www.alphabetcreative.com/assets/transforms/clients/_800xAUTO_crop_center-center_none_ns/makatew_thumbnail.jpg) Makatew Workshops ### Coded with Culture: A New Website for Makatew Workshops ](https://www.alphabetcreative.com/work/makatew-workshops/) - [ ![Instant pot 1](https://www.alphabetcreative.com/assets/transforms/clients/_800xAUTO_crop_center-center_none_ns/instant_pot-1.jpg) ### Cooking Up a Classic with Instant Pot® ](https://www.alphabetcreative.com/work/cooking-up-a-classic-with-instant-pot/) [ view all ](https://www.alphabetcreative.com/work/)