North Loop Green

Setting a Precedent for Revitalizing Central Business Districts.

NLG 01

Responsibilities

Brand positioning & strategy
Audience research & profiles
Marketing audit & analysis
Brand personality
Messaging framework
Brand Identity & standards
Brand Activation Concepts

Challenge

In between Minneapolis’ Central Business District and its vibrant North Loop Neighborhood sat a patch of land with latent potential.

Opportunity

Create a brand and inviting community for a mixed-use proeprty with 355,564 square feet of creative office space, 353 luxury market rate and 96 short-term rental residences, 17,000 square feet of food and beverage offerings, and a one-acre public green space. Help communicate a unique way of living, working and relaxing that invites people to connect in many ways. 

Outcome

North Loop Green has become a national model for how to revitalize downtown districts through mixed use. NLG won NAIOP Minnesota, 2024 Award of Excellence and the 2025 CoStar Impact Award for development of the year in Minnesota. As of March 2025, NLG is 70% leased.