R E S T O R I N G C O M M U N I T YRe-branding theHISTORIC ALBANY FOUNDATIONfor the re-opening of the city’s oldest building:48 HUDSON
“There may have been a time when preservation was about saving an old building here or there, but those days are gone. Preservation is in the business of saving communities and the values they embody.”–RICHARD MOENATIONAL TRUST FOR HISTORIC PRESERVATION
SUMMARYTo design a brand campaign around the opening of 48 Hudson, the oldest building in New York’s Capital, for the non-profit, Historic Albany Foundation. The concept behind the campaign is to bring the community together through advocacy and events. As a result, the campaign will raise awareness of the value of history, and the Albany community will gain a better understanding of the importance of preserving and restoring the past.OBJECTIVESThe Historic Albany Foundation sought out this campaign for the purpose of gathering the community to open the newly restored 48 Hudson Avenue building. Their goal is to attract a wider millennial audience in the Capitol region and generally any Albany citizen who is unaware of their city’s valued history.
HISTORIC ALBANY FOUNDATIONis a private, not-for-profit membership organization established in 1974. Their mission is to preserve and protect buildings that have architectural, historic or civic value, by providing technical assistance, education, and advocacy.THE PROCESSAfter acquiring the Van Ostrande-Radliff House at 48 Hudson Avenue in Albany, New York in June 2013, Historic Albany Foundation has taken the necessary measures to restore the roof, original foundation and facade of this precious resource. Built in 1728, it is documented to be the oldest surviving building in the city. It has been vacant since the 1990’s, until the foundation raised enough money to make the restoration possible. It is anticipated that the restoration process will be complete by the end of 2018.In 2016, Dutch Culture USA awarded Historic Albany Foundation a grant to help expand awareness of the Van Ostrande-Radliff House, or simply, “48 Hudson Avenue”—Upstate New York’s oldest remaining, and authentically Dutch-style, urban building. Through the “This Place Matters” public project, Dutch Culture USA and Historic Albany Foundation will creatively showcase this valuable object of shared cultural heritage between the U.S. and the Netherlands. By embracing its Dutch heritage, the city of Albany is putting itself on the map in terms of heritage tourism development. The aim of this campaign is to promote the finished restoration results of this historic mark in Albany. The community will be made aware of this carefully constructed project that began back in 2013 and be encouraged to celebrate this accomplishment. Not only will the architecture of this local landmark be restored, but also the rich Dutch culture that built this city’s foundation will continue to be remembered and looked back upon.
T H E C A M P A I G N
Logo re-design
Event landing pages
Official invitation mailer
Antique postcards with handwritten messages to evoke nostalgic appreciation, one included in each mailer.
Light Projection Advertising
Sewer Cover Ground Advertising
