Filling the Hole and Closing the Loop

Every advertising firm will tell you that a win for a client is a win for the firm. So it’s doubly satisfying when that win provides a benefit to the community. Recently, CLM was approached by Gardner Company, an Idaho-based development firm with multi-million dollar projects from Provo to the Treasure Valley. They were interested in creating some promotional materials for a yet-to-be-unveiled project at the site of the infamous “Boise Hole” at the corner of Eighth and Main streets. We, of course, jumped in headfirst.

Over the course of a few, short weeks, we organized and edited the mounds of information and imagery and aimed to build something that appealed to potential occupants both aesthetically and practically. We designed and presented half a dozen logos. We created timelines, headlines, and city skylines. We worked in conjunction with the architectural firm to get the perfect angle of the building rendered. By the time we were asked to put down our pencils, we’d completed a singular name and look, a unique logo, a splash page, a comprehensive brochure, and signage half a block long for a downtown building project now known as 8th & Main.

Unveiled on Monday, September 19th by Gardner Company associates, Zions Bank representatives, and Mayor David Bieter, 8th & Main was received by Boise residents with more than a little fanfare. Burned by past development projects that promised to fill the hole but didn’t follow through, there was a collective sense of relief when the reality of the project became clear.

“Filling this hole with an attractive new building proves that we can solve even our most difficult problems if we maintain our faith in the promise of Boise,” said Mayor Bieter.

We couldn’t have said it better. Standing in the back of the crowd, watching the proceedings unfold, smiles plastered to our faces, we were more than a little proud just to be a small part of some big Boise news.

CLM | Sep 21, 2011