The Mill at Broadway’s signage program was conceptualized to be modern and forward-thinking, while at the same time capturing the industrial and historical nature of the site.

Sidewalk Chalk

Instead of adding to the clutter of billboards and posters that people are already conditioned to ignore, we decided to utilize a marketing opportunity commonly unclaimed by marketers: the ground. We created a stencil that touted our marketing message and decorated the streets of Sacramento with sidewalk chalk for a two-week period. Then we watched as the chatter on Twitter lit up with people talking about it.