Cleveland Health-Tech Corridor

Overview

Cleveland’s Health-Tech Corridor connected leading healthcare, educational and research institutions with an overlooked asset: room for new businesses to grow. Its underutilized buildings offered proximity to expertise, resources and potential collaborators. TWIST helped translate that opportunity into a distinctive brand and a compelling invitation to the entrepreneurs who could shape the district’s future.

Goal

Position the corridor as a destination for health and technology businesses, attract commercial tenants and build the foundation for a more vibrant urban community.

Solution

We focused the strategy on the “Inventor Entrepreneur”: an ambitious thinker seeking the people, resources and environment to bring an idea to life. The brand connected the practical advantages of locating in the corridor with the emotional pull of belonging to a community of innovators. A flexible identity, bold color and messages celebrating experimentation carried that idea across advertising, sales materials, the website and environmental graphics. Our placemaking strategy put the neighborhood itself to work as a marketing platform.

Results

Shared direction – Property owners, brokers and MidTown united around a common tenant attraction strategy
Distinctive identity – A cohesive visual and verbal language connected the district’s marketing and placemaking
Efficient awareness – The client credited the messaging and strategy with delivering awareness at nearly zero cost

Distinctive identity A cohesive visual and verbal language connected the district’s marketing and placemaking.

A shared story. A practical way to sell it.

Attracting tenants required a clear path from interest to action. TWIST mapped the recruitment process and developed materials that helped corridor representatives, property owners and brokers communicate the same value: flexible space, proximity to major institutions and a community that welcomed ambitious ideas.

Meet the spirit of the Cleveland Health-Tech Corridor: curious, collaborative and driven to discover what comes next.

“We tasked TWIST with building a brand and commercial tenant attraction campaign. Their strategy united property owners, brokers, and the Midtown CDC, and their messaging and strategy delivered awareness at nearly zero cost. I highly recommend working with this talented team.”

Annette Ballou Vice President of Strategic Marketing & Communications BioEnterprise