Housing Complex

NoMa Settles On New Identity: Connectedness

A pleasing campaign.

Last summer, the NoMa Business Improvement District hired the Roan Group, an advertising/image consultant, to help them put together a cohesive brand for the all-new neighborhood. Yesterday, they rolled out the results: A new website and the slogan "Connected."

I'm often a branding skeptic–and had some snark when the BID announced its intentions last year–but on this one, color me impressed. Unlike MidCity's banner debacle, which sought to paint a huge swath of neighborhoods as an "arts district," NoMa seems to have found the concept that leverages its best selling point. There's nothing faked or artificial about it, because there's no existing condition that they're trying to reinvent. And it incentivizes further growth in the right direction: Allowing for a car-free life, close to work and shopping and recreation, through aggressive promotion of bicycle amenities and transit.

Now, if only they can figure out a couple of parks (the plan to do that became a much harder sell when the D.C. Chief Financial Officer found that the proposed tax increment financing district would cost $31.9 million–probably a no-go this year, at least).

  • Brahmin

    Not that this is not a big story. I actually live fairly close to NOMA but where is the story on the District's redistricting?????

    On June 7 plans are to be final and there is little known in the public of what even are the likely proposals.

  • WonderWardMan

    Hey, "Midcity's banner debacle" worked out okay for Carol Felix and Andrea Doughty, they pocketed a cool 100 grand or so and we did get, well, we got some banners! Its all kind of galling when you consider how many have "volunteered" so much over the years. $1500.00 for a banner is still outrageous!

  • WonderWardMan

    Checking out the Roan Group website they appear to be professionals not some bored Logan Circle hausfraus with Photoshop, a sense of entitlement and an attitude.

  • Hillman

    I have to agree. This neighborhood branding is less stupid than most. It actually makes sense.