The iConnect project capitalizes on Hartford’s creative and commercial assets by turning empty, street-level storefronts into temporary, innovative retail and incubation spaces. To help promote the project and lead customers from one location to another, we developed a savvy consumer-facing brand, window displays, and assorted SWAG. We also developed a mass-distributed zine-like booklet highlighting the new iConnect storefronts and encouraged visitors and residents to rediscover all that Hartford has to offer.

As a pilot enterprise-government collaboration in the city, this experiment in peacemaking has been a success with about half of the initial businesses thriving and forming the center of activation for the city’s Downtown district.