The Rogers Park Business Alliance enlisted Sparkfactor to create an integrated branding campaign for Howard Street. Primary objectives were to raise awareness and encourage participation in local commerce and recreation. The community had recently undergone major civic improvements, and sought to redefine itself with neighborhood residents and nearby communities as a revitalized commercial corridor. The “Say Hello to Howard” surprises, engages, and transforms expectations by personifying the Howard Street area. Candid portraits of local business owners bring to life the diversity and optimism of area entrepreneurs. The accompanying Howard Street identity paints a fresh, relevant picture of the Rogers Park neighborhood as clean, appealing, and accessible by transit. Phase one of the campaign rolled out in the summer of 2013 featuring events, social media activity, out-of-home and on-premise marketing.