Pre-launch build

SETTING THE STAGE: Weeks before the new brand launched, mysterious installations of oversize Big Red Steps appeared around SW Washington, teasing the arrival of something, well, big.

big_red_steps_mall Perimeter tape featured a simple url: BigRedSteps.com.

Strategically placed print and outdoor ads heightened the intrigue…

bigredstepsad_med

…all of which pointed to BigRedSteps.com, with subtle clues about the purpose (and benefit) of what was on its way.

bigredsteps_home

The microsite featured a countdown to the release of the revamped FirstIndy.com (still under wraps), and a gallery of user-submitted spy shots of the Big Red Steps.

Taken together, a revitalized and dramatically new First Independent was ready to appear.

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Post Date
March 11, 2009
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