Brooklyn's Progress
April/May 2005

The Bedford-Stuyvesant Restoration Corporation (BSRC), the Brooklyn Chamber of Commerce and the Weeksville Society, with funding from Deutsche Bank, will announce a new marketing theme for the historic neighborhood of Bedford-Stuyvesant.  After considering the top three options, the message was selected by Kenneth Adams, president, Brooklyn Chamber; Colvin Grannum, president, BSRC; and Pamela Green, executive director, Weeksville Society, with feedback from local cultural leaders.   The promotional message and campaign will be launched March 10th, 11am at Restoration Plaza, 1360 Fulton St.

"As early as 1830, Bed-Stuy was a unique melting pot where Blacks owned land, created institutions, and joined forces to build a thriving community," says Ms. Green. "We chose a message that would connect that history to our present and future, especially for our youth, who will reenergize Bed-Stuy for generations to come."

To promote the new marketing theme, the revitalization group also unveils the "Brooklyn Icons" campaign, a series of large outdoor wallscapes that will honor Bed-Stuy's most notable residents, from local legends to national luminaries, through portraits created by Brooklyn artists.  The first Icons are community activist Hattie Carthan (depicted by digital artist Dave "True" Riggins); rapper/actor Mos Def (by graphic designer Howard Allen); and poet/novelist June Jordan (by painter Mascha Oehlmann).  These first three wallscapes will be mounted outdoors at Restoration Plaza.  Additional honorees, artists and locations will be announced within weeks. 

"We want to rally our many entrepreneurs, artists, faith communities, employers, shopkeepers, shoppers, residents and visitors in celebration of Bed-Stuy's positive image and economic resurgence," says Mr. Grannum.  "This new message and the Icons campaign will help show that we are a proud community of doers and firsts."  

"We wanted a marketing strategy that would tap the local pulse," says Mr. Adams, "and spur foot traffic, commerce, investment and jobs throughout Bed-Stuy.  With Deutsche Bank's support, this new campaign will give the neighborhood a powerful boost." 

Bed-Stuy won Deutsche Bank's prestigious Arts & Enterprise grant in 2003.  "We have a tradition of supporting arts, culture and community development," says Gary Hattem, managing director, Deutsche Bank.  "These grants help communities that leverage the arts to drive economic development and social change.  Bed-Stuy is at the vanguard of that effort."   The Rockefeller Fund lent support through the Deutsche Bank grant. 

The Tate Group, a Brooklyn strategic marketing firm, developed the Bed-Stuy marketing theme and the Brooklyn Icons project.  Research included interviews, focus groups and street surveys among 150 Bed-Stuy residents and stakeholders.  The campaign's look was provided by Digibomb Studio, a Brooklyn graphics design firm.  The firms had first collaborated on the Bed-Stuy Cultural Heritage Guide for the revitalization partners.  The Tate Group also supports the Office of Brooklyn Borough President Marty Markowitz in its work to brand Brooklyn.

"The Bed-Stuy initiative ties-in perfectly with our goal to market Brooklyn to Brooklyn and Brooklyn to the world," says Borough President Markowitz.  "We are a proud city of ethnic neighborhoods, and Bed-Stuy, with its tremendous energy, history, culture, architecture and personality, is one of our greatest."