The South of 6 Business District
A new business district.
A thriving, diverse area, South of 6 — established in 2022 — is a business district located south of Highway 6 in Iowa City. Benson & Hepker Design created the branding for the district, as well as helped the organization discover its name. In addition to being a great geographic location indicator, the name also reflects the warmth and comfort of the district's vibe. The brand colors are warm and energetic, and the logo emphasizes the sun and the highway marker "6," which dips below the horizon to signal "south."
Mapping it out.
One of the first needs of the new organization was a map to highlight the businesses in the district, promote the area to local and regional residents, and also to serve as a business attraction tool. And the marketing efforts have paid off. Since its establishment, the South of 6 has welcomed several new developments to the area.
A banner day.
South of 6's founding executive director, Angie Jordan, had a vision for this new organization, and that included increasing its visibility — everywhere. One of the key features of this District is a distinctive mural that stretches the entire length of a long, multi-business building. Using well-loved images from that mural, Benson & Hepker created a series of banners promoting the District and welcoming people to the area.
