Whether or not Northwest Pasadena is actually the “heart and soul” of the city, it is a diverse area culturally, ethnically, and geographically. To mark the area and promote business, the City of Pasadena has erected orange and blue banners on streetlights along Lincoln, Fair Oaks, and Lake avenues, Villa St. and Orange Grove Blvd.
There are four designs: Each banner has a photo of the Rose Bowl, a grid of the streets in the area, and the Pasadena rose logo. The center squares depict shoppers, food and entertainment, sports and education. The slogan on the banners refers to the area’s historic landmark districts, diverse population, arts and culture, established neighborhoods and local businesses.
“Our first target audience in this community-driven marketing campaign is the Northwest community itself, which may not be aware of the assets here in our own backyard, such as libraries, parks, community centers, the Rose Bowl recreation loop, landmark districts, mom-and-pop shops, and an impressive number of unique and talented residents,” said Lola Osborne, Northwest Programs manager. “The banner design provides the blueprint for all communication efforts moving forward.”
An ad hoc committee of Northwest Pasadena leaders, city staff and a local advertising agency designed the banners. Residents, businesses and the faith community had input. The banners are the first phase in a marketing campaign initiated by the Northwest Commission in an effort to promote the amenities and diversity of the area bounded by Rose Bowl Dr., Lake Ave., Woodbury Rd. and the 210 Freeway.
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