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The Place & Story Launch Kit:
your launch, fully aligned.
This is TWG’s end-to-end launch package for developments:
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We define how your project shows up: name, story, and positioning.
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We identify how it fits the neighborhood and how to talk about that honestly.
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We design on-the-ground and digital touchpoints that make the place feel real.
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We map who needs to be engaged, when, and with what message.
Development Branding
& Positioning
Name, tagline, and positioning that reflect the project and the neighborhood. We define what the place stands for, how it’s different, and the language your team and partners should use across leasing, PR, and community conversations.
Placemaking &
Activation Concepts
Concepts for small but meaningful moves—signage, pop-ups, partnerships, and on-site experiences—that help people feel the place before it’s fully built. Think: soft opening events, artist collaborations, corridor tie-ins, and ways to bring life to the site early.
Stakeholder
Engagement Strategy
A simple, realistic engagement plan: who you need in the loop (residents, businesses, churches, schools, anchors, officials), when to talk to them, and how. Includes key messages, meeting formats, and touchpoint ideas that build trust instead of backlash.
Launch-Ready One-Pager or Landing Page
A focused set of materials to kick off leasing, sales, or announcements:
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On-brand launch deck or info packet
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One-pager / flyer for partners and community
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Initial social + email copy
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Direction for site signage and web presence
ONE WEST END
In Atlanta’s West End, a legacy retail site is being reimagined as a mixed-use destination near the city’s HBCUs.
TWG developed the One West End name, brand direction, and narrative framing around history, culture, and opportunity—then translated that into early launch language and concept assets. The project is now framed as a hub for local culture and entrepreneurship, not just another redevelopment.
You only get one launch.
Most projects waste it.
You might recognize this:
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Leasing and sales start before the story and visuals are ready.
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The site plan, amenities, and pro formas are solid—but the brand feels generic.
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Community meetings feel tense because no one has clearly articulated the “why here / why us”.
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Signs, social posts, and websites feel disconnected, like they came from three different teams.
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You’re counting on word-of-mouth and brokers to “figure it out” on the fly.
The result? Slow leasing, lukewarm buzz, and a project that looks like every other one going up.
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