The Benevento

They say he was the symbol of an era—hardworking, humble, salt of the earth. The beloved NW groundskeeper of the Portland Beavers for forty years, Rocky Benevento Sr. was a symbol of simpler times. Of push mowers and roasted peanuts and letting the kids into the game for free.

Rocky Benevento’s story of baseball, community and good citizenship became the cornerstone of our branding and design. Our tagline “Let’s all be a little more like Rocky” reflected this sentiment and we welcomed his family and their extensive network as the biggest cheerleaders for the building. Elements of Rocky, including a baseball themed Happ Tivey art piece, historical photos, and stitched leather were woven through events, interiors, and collateral.

Branding

Purpose

To diversify the energy of the emerging NNW. We envision a refined modern building with a cozy feel and nostalgic charm.

Tag-Line
Modern, meet classic. Classic, meet modern. Portland, meet Benevento.

Demographic
Meet Ian: Buddy Holly Style Glasses, prematurely greying hair, but well put together. Has a few old electric guitars on display in his place, which he rarely plays but wishes he did more. He doesn’t seek out community, but he welcomes it if it comes to him. He enjoys his own company, but can feel a bit lonely occasionally, so he wants to stay in an active place and absorb the energy. He has a good job as a young engineer (32) in the Pearl or Downtown. He wants to have a cool place for ladies – and although he’s not a ladies man, he takes time to find quality like-minded dates. He’s quieter, but likes to be around people. He has a few prominently displayed nice or bold pieces of art work in his place…in fact he’s pretty proud of how he’s decorated.

Services

Services

Brand Analysis
Naming & story finding
Identity (logo + styleguide + business cards + letterhead)
Community Outreach Strategy
Press Relations
Photography
Website
Events + Grand Opening
Interior Branding
Property Signage
Leasing Collateral
Social Media – Facebook, Pinterest, Instagram
Welcome Gifts
Marketing System Integration

Time to completion
13 months

Results

How did we do?

“I’m honored to be a part of your team. You truly care about each other, the client and the community. Keep up the amazing work!” -Julie Benevento Ball, Community Member

“SPOT ON.” -Tom DiChiara, Vice President of Development, C.E. John Company

+ By the Opening Day Event, 17% of the leases were signed, and within 8 weeks, all 24 units were sold-out.

Identity (logo)