TROY, NY is one of three cities that make up New York’s Capital Region, a metropolitan area with a population of over a million people. Troy is an urban rust belt city; once a center of industrial innovation and opulence in the mid-1800s, it fell victim to the suburban exodus in the late 1900s. Unlike many Northeast industrial cities, though, much of Troy’s historic architecture survived the destruction of “urban renewal”. And while it had one of the lowest crime rates in the region, it was perceived as a dirty, dangerous and crumbling city, earning it the derogatory nickname, “The Troylet”.
What the city’s detractors didn’t see was a grassroots resurgence of new business and cultural activity in Troy, fueled by private investments and the hard work of a few energetic and visionary individuals. The primary objective of our rebranding effort was to create a unified expression of Troy; a singular identity and common language that the city’s advocates could use to spread the buzz about all the exciting things happening in the community.