Blackstone District
Blackstone District
District Strategy, Cultural Programming, Publishing & Brand Development
Beginning in 2019, Bythwood Creative partnered with the Blackstone District as a strategic, creative, and operational lead — helping shape how the neighborhood communicated, gathered, and grew. The work extended far beyond marketing support. It focused on building long-term systems, programs, media campaigns, and communication platforms designed to strengthen the district as a whole.
Over a five-year partnership, this work included district-wide collaboration with more than 40 businesses, website infrastructure, fundraising and sponsorship development, broadcast and outdoor media, editorial publishing, photography, social media management, and the creation of original cultural programming — many of which remain active today.
After five years of growth and system-building, the district transitioned the role in-house with established tools, frameworks, and programs in place — allowing the organization to continue forward with a strong operational and creative foundation.
District Direct
Monthly Mini-Magazine, Publishing & Community Voice
The District Direct—a monthly, one-page, front-and-back publication created, written, designed, and distributed by Bythwood Creative.
Designed to feel like a mini-magazine, The District Direct spoke directly to people in the district—literally. Copies lived on bar tops, restaurant counters, front doors, and host stands throughout the neighborhood. It wasn’t marketing in the traditional sense; it was conversation.
Each issue:
Featured original editorial content about what was happening in the district
Highlighted businesses, events, and community updates
Reflected a fresh visual design every month, while staying within a cohesive system
Used tone, humor, and accessibility to feel human and local
The back side of each issue included:
A beautifully designed parking map, reducing a common barrier to visiting the district
A rotating interactive element—games, quizzes, “did you know?” features, or playful prompts
The result was a publication people actually picked up, read, and shared. The District Direct became a trusted, familiar presence in the neighborhood—reinforcing connection, awareness, and identity month after month.
Role & Scope
Concept creation and naming
Editorial direction and copywriting
Monthly design and layout
Content planning and curation
Print coordination and district-wide distribution
Building Infrastructure That Lasts (Website, 2019)
One of the earliest and most foundational efforts was the complete redesign and build of the Blackstone District website.
Launched in 2019, the site was intentionally designed as a scalable, long-term platform, not a trend-based refresh. The goal was longevity—creating a digital system that could support the district as it grew and changed.
The site prioritized:
A flexible CMS that could easily accommodate new businesses, events, and initiatives
A clean, timeless visual system designed to age well
Clear information architecture that supported ongoing communication
Years later, the design still holds—both visually and structurally—continuing to support the district without requiring a redesign. The site became the digital backbone for monthly updates, events, and district-wide communication.
Commercials
Bythwood Creative wrote, produced, and directed three television commercials promoting the Blackstone District. These spots aired on NBC, extending regional reach and positioning the district as a destination neighborhood.
The commercials were built around district-wide collaboration, featuring more than 30 businesses per campaign. Representation reflected sponsorship tiers while maintaining balance and fairness.
Responsibilities included:
Concept and story development
Scriptwriting
Producing and production oversight
Creative direction
Multi-business coordination
Broadcast delivery for NBC placement
The focus was collective storytelling — promoting the district experience and showcasing individual businesses.
District-Wide Collaboration at Scale
At the heart of the work was ongoing collaboration with more than 40 businesses across the district. This wasn’t limited to individual campaigns—it was consistent, hands-on coordination that supported:
Monthly business and event updates
Cross-promotion between neighboring businesses
Shared storytelling that elevated the district as a whole
The approach emphasized collective momentum, ensuring that the district moved forward together rather than spotlighting individual businesses in isolation.
Photography & Social Media Management
Bythwood Creative led ongoing photography and social media management for the district as a central communication channel.
Work included:
Event and district photography
Food and hospitality photography
Social content planning and publishing
Caption writing and messaging
Monthly content coordination with businesses
Campaign and event promotion
Social platforms served as a consistent, human voice for the district — informative, welcoming, and community-focused.
Signature Programming & Event Leadership
Farnam Fests — 5 Years Leadership
Bythwood Creative ran Farnam Fests for five consecutive years, growing it into a successful anchor event.
Responsibilities included talent booking, logistics, vendor coordination, marketing, and experience curation.
Spring Fling — Still Active
Created and launched Spring Fling featuring local vendors and curated programming. The event remains active.
Second Saturday — Named & Launched
Named and established Second Saturday as a recurring district initiative that continues today.
BBQ Battle
Produced a district event featuring live music and celebrity hosts that drew regional attention.
Balcony Ballads — COVID Programming
Created Balcony Ballads during COVID:
Hired local musicians
Hosted performances at apartment buildings
Enabled safe balcony and patio participation
Maintained community connection during isolation
Impact
This five-year partnership produced:
Long-lasting digital infrastructure
Recurring district programs still active today
Broadcast visibility through NBC
Sustainable sponsorship frameworks
Ongoing editorial and social communication systems
Collaboration across 40+ businesses
The engagement concluded with a successful transition in-house, supported by durable systems and established programs.
Scope of Work
District Strategy & Leadership
Website Design & CMS Architecture
Fundraising & Sponsorship Development
Partner Outreach & Stakeholder Management
NBC Television Commercial Writing, Producing & Direction
Billboards & Environmental Media
Social Media Management
Photography & Food Photography
Editorial Publishing (District Direct)
Membership Experience Design (Blackstone Pass)
Event Ownership & Programming
Cultural Programming & Community Initiatives