downtown Greeley—
Celebrating people, places, and a deep-rooted connection to the arts
The Greeley Downtown Development Authority came to Goodlight Creative with a need for more than just a refreshed look. Downtown Greeley is a hub of creativity, history, and local pride, yet its brand and marketing weren’t capturing the full story. The DDA wanted a unifying campaign that would:
Showcase downtown’s unique, authentic character.
Attract new visitors, residents, and businesses.
Build pride among the existing community.
To succeed, the campaign needed to go beyond aesthetics—it required a strategy rooted in real community insights.
Campaign Logo + Brand System
Website Design + Development
Print Collateral
Environmental Graphics
Billboard + Digital Graphics
Team + Roles
Erica McCary - Creative Director
Paul Beveridge - Logo + Animation
Gii Astorga - Photographer + Videographer
The researchBefore jumping into design, we led a comprehensive research phase to ground the campaign in the voices of the people who know downtown best.
2
In-person Workshops
17
Engaged Stakeholders
24
Survey Responses
7
One-on-one sessions
What we heard was clear
Authenticity over commercialism. Downtown is loved for its preserved architecture, historic charm, and local, independent businesses.
Community first. The “family feel” of supportive small businesses is a defining strength.
Vibrancy + events. From Friday Fest to cultural celebrations, downtown thrives on experiences.
Areas of growth. Improving safety perceptions, especially with lighting at night, could make downtown feel even more welcoming.
Discover the Draw
This campaign is about celebrating what makes downtown truly unique—its people, its places, and its deep-rooted connection to the arts.
The word “draw” is more than just a call to explore; it’s a nod to the creativity that thrives here. From murals to live performances, every piece of this campaign highlights real artwork, real people, and real locations—because that’s what makes Downtown Greeley special.
Our strategy was to unify downtown’s story across every touchpoint—digital, physical, and experiential—so the message stayed consistent no matter how someone encountered it.
The ImpactThe Discover the Draw campaign gave Downtown Greeley a cohesive identity that works as hard as the community behind it. The project didn’t just deliver a new look—it delivered a new way for residents and visitors to see, share, and celebrate downtown.
By pairing deep community insight with a strategy rooted in the arts and human connection, the campaign is building pride among locals and sparking curiosity among new audiences.