Downtown Nashville, Tennessee
One Nashville is a Class A office tower perched at the start of Printer’s Alley between Music City’s business district and SoBro neighborhood. A part of the city’s iconic skyline since 1986, Seattle-based Unico Properties identified the asset as the perfect place to anchor their Southeastern debut. Acquiring the property in 2018 with a fearless spirit and simple strategy — to make the building a place people want to be — Unico approached Nimble. to lead brand development about Nashville with Pacific Northwest-inspired amenities.
We kicked off the project with discovery research, interviews and a subtle naming evolution. Because ‘One Nashville Place’ was already carried strong brand equity in the market, we dropped ‘Place’ and added the location anchor, ‘Fourth + Commerce’ to better own the corner of two prominent streets. Crafting a story to shape reputation, we focused on articulating the hospitality-driven amenity experience to come. The resolved visual identity system’s strong, elongated logo mark represents the height of the building and the bold headlines of historic Printers Alley’s past with an emotive palette. Successfully launching the opportunity to market, we designed a bold robust website, digital and printed tour collateral and a series of targeted e-blasts to make a splash.