The Community Redevelopment Authority of the City of West Palm Beach has approved Wilesmith’s recommendations for the branding of Pleasant City, an emerging artists’ live/work district. The agency was retained to develop a name and brand design for the district, located on 23rd Street, just south of Northwood Village. The brand brief called for an identity that was edgy and urban – one that would attract young and emerging artists. The Agency proposed a number of names. The final choice was Lot 23, inspired by the street that leads into the district, 23rd Street. A bit of serendipity supported the choice – we discovered the actual land is designated  City Plots #2 and #3. Upon approval of the name, we went into brand design, again working to the brand brief requirements of modern, edgy and urban. The logo here, out of a wide field of  choices and styles, was the client choice and we were thrilled. We knew this was the right identity for the district, being a true representation of its attitude, attributes and purpose. The configuration of the logo suggests the actual designated plots while the 23 emerges from the negative space within the lot lines. The district is situated on the west side of Pleasant City, inspiring the tagline: The Artful Side of Pleasant City.