Behind the Scenes: Brand Refresh Photo Shoot

Sept. 3, 2019

Take a look behind the lens at how the Cherry Creek North Business Improvement District (BID) community came together to help tell a newly refreshed and authentic brand story.

Any photographer will tell you there's a lot that goes into getting the perfect shot. Finding the best location, timing it to get the perfect lighting, setting the tone with outfits and accessories—well, that's just the beginning.

After a two-day photo shoot, the whole team toasted to a successful group effort.

There's also telling the story. For Cherry Creek North, that story is about the 16-block district's evolution over the past five years from a collection of shops and restaurants to Denver's most walkable mixed-use lifestyle destination. Comprised of over 400 businesses, including the largest concentration of small and locally-owned shops in Denver along with the well-known national brands, four hotels, over 50 dining options, and a growing number of spas, salons, services, art galleries and fitness studios, the area shows no signs of slowing down.

This led the Cherry Creek North BID to recognize a need for a refreshed brand—one that captures the unique essence of the District, inviting visitors to expect the unexpected and enjoy the good life shared in Cherry Creek North.

The BID conducted a visitor intercept survey and an awareness and perception study to inform the refreshed branding efforts. All of the data gathered demonstrated a strong need to appeal to millennials, "new locals" (people who recently moved to Denver and want to experience all it has to offer), travelers who are drawn to Cherry Creek North for shopping and dining, as well as longtime locals who have a deep connection to CCN. Creating a look and feel that communicates the unique offerings and experiences CCN provides was next.

Read on to learn how these images, which reinforce a vibrant brand, all came to life!

How We Got the Shots

The BID felt the most authentic way to showcase Cherry Creek North was to partner with local stores to source clothing, accessories and other merchandise, as well as their stunning storefronts, restaurant patios and even hotel rooms.

We couldn't have done it without these wonderful partners and all the ways they helped bring the BID another step toward our goal of infusing vibrancy, life and energy into Cherry Creek North’s brand to stay top-of-mind with those who already know us, and to introduce ourselves to those who don’t.

Below, check out a few behind-the-scenes photos showing everything that went into the final seven shots, and you can even shop the look in the captions.

Perfectly Parkable

Behind the Scenes: The BID applied for special permitting from the City of Denver to close down Fillmore Street between 1st and 2nd Avenues. It was all worth it when Timothy (center), a stylist who works at Garbarini, literally jumped at the opportunity to be part of the shoot.

Location: Filmore Plaza Shop the Look: Suit - SUITSUPPLY, Glasses - SEE eyewear, Flowers - BLOOM by Anuschka

Playfully Shoppable

Behind the Scenes: It's reely no joke - production assistants used a fishing pole to create the illusion of Garbarini scarves blowing in the wind.

Location: Hermes Shop the Look: Left: Dress and scarf - Garbarini, Jewelry - Signet Jewelry, Purse - Perch, Gift bags - Hallmark Signature, Sunglasses - Europtics. Right: Ring and bracelets - Signet Jewelry, Jacket, skirt, scarf, purse, dress - Garbarini, Earrings - Perch, Sunglasses - Europtics.

Artfully Edible

Behind the Scenes: To ensure this large golden frame made by Cherry Creek Custom Framing wasn't damaged, a piece of cardboard served as a buffer from the sidewalk for when the frame holders needed to take a break.

Location: Quality Italian Shop the Look: Picture frame - Cherry Creek Custom Framing. Frameholders: Left - Blazer - Peter Millar Right - Shirt and pants - Bonobos. Diners: Both - Eyeglasses - SEE eyewear, Left - Pants - Perch, Blazer and shirt - Garbarini, Jewelry - Tibetan Sisters, Right - Pocket square and bowtie - Bonobos.

Inspiringly Explorable

Behind the Scenes: Raz Gnat, longtime local jeweler behind Gnat Jewelry Atelier, graciously lent some of his sparkling custom designs to create a luxurious look for this photo at Ginny Williams Gallery and another at HALCYON, a hotel in Cherry Creek.

Location: Ginny Williams Gallery Shop the Look: Dress - Perch, Jewelry - Gnat Jewelry Atelier

Wonderfully Weekendable

Behind the Scenes: Parker was a perfect pooch model, and his trainer used an expert trick to get him to lick his nose: peanut butter!

Location: HALCYON, a hotel in Cherry Creek Shop the Look: Comforter and tall vase - CB2, Jewelry - Gnat Jewelry Atelier, Tennis ball - Chuck & Don's, Glasses - SEE eyewear.

Luxuriously Livable

Behind the Scenes: Even movers (rather, models pretending to be movers) can get tired after carrying around ladies on couches. Bring in the blocks!

Location: CB2 Shop the Look: Dress and shoes - Garbarini, Balloons - Paper Source, Jewelry - Signet Jewelry.

Brilliantly Bikeable

Behind the Scenes: The deep sea fishing rod came back out to pump up a ponytail. What a catch!

Location: Fillmore Plaza Shop the Look: Right: Jacket and shorts - Garbarini, Jewelry - Tibetan Sisters, Sunglasses - Europtics, Stationary bike - Kinetic Fitness Studio.

Stay tuned

We're not finished elevating the look, feel and experience of Cherry Creek North!