Throughout Coney Island’s history, the Mermaid Avenue corridor has been a place for locals to operate businesses, work, run daily errands, and socialize. The once thriving corridor had fallen into disrepair, with many storefronts sitting vacant and majority negative perceptions of the street. In light of recent investment and development throughout the area, the project set out to advance the area’s local economic development, uplift the corridor, and increase local capacities to respond to and actively drive the ongoing change of the area. 

3×3 facilitated a collaborative place-making process between local residents and business owners. Through qualitative research, resident surveys, stakeholder interviews, asset mapping, visioning sessions, and co-design workshops, a collaborative vision for the corridor was developed, prototyped, and implemented. The identity highlights the area’s diverse community, drives foot traffic, and engages residents and visitors to activate a diverse customer base to advance the area’s economic development goals. 

With direction and ongoing input from community members, 3×3 designed a brand identity that celebrate Mermaid Avenue’s spatial, historical, and human assets as a unique beach community welcoming diversity, celebrating difference, and offering opportunities to play, shop, and live. The identity was delivered through a brand playbook consisting of identity principles and goals, touchpoints such as street banners, a business directory, window decals, among others, as well as programmatic activations.

_ Methodology
Landscape Assessment, Brand Audit, Stakeholder Interviews, Survey Dissemination, Asset Mapping, Co-Design Workshops, Visioning Sessions, Stakeholder Alignment 

_ Outputs
Brand Identity, Brand Identity Playbook, Activation Strategy 

_Related projects

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