While any number of brand names are possible, the mystical, magical, aloof, above it all auras that fill the skies around the arctic circle are an apt metaphor for the new people who will soon fill our own downtown.

The original northern lights or aurora borealis occur when charged particles from the sun are attracted to the earth's magnetic poles, where they collide with gas particles in the ionosphere, emitting spectacular arrays of light.

Our northern lights are charged individuals from Chicago, New York, London, and Hamburg who are attracted by the opportunities right here, where they will collide with residents and visitors, emitting spectacular arrays of talent.

Just as our spotlights light up the sky, so will our northern lights light up downtown. 

"Riverview", "Metropole" and the like are executions of generic positions.

"Northern Lights" is an execution of a proprietary position only one downtown high rise can occupy.  

The Place to Live should be named after the people who will live there.

 

 

Every night we light up the sky.  Our spectral mark appears in neon on the front sign. It's a motif for lobby light sconces, vinyl wallcovering, staff polo shirts... decals on the rear windows of our owners' BMWs. 

 

What happens on Day Two?

next

FSP-Intro   Competition   Planning   Seven Strategies   The Correct Position
Start Up   Start Up II   Start Up III   Month One   Day One   The Name    Brand Intro
MCPS Media Plan   Collateral   Floorplans?   Trim Options   Wrap