Spring Into SLU 2026 | South Lake Union
THE PROJECT
Spring Into SLU is an integrated marketing campaign created for Discover South Lake Union to celebrate the arrival of spring and encourage people to explore Seattle’s South Lake Union neighborhood through art, music, food, and local experiences.
Our team developed the campaign strategy, creative concept, visual identity, graphic design, digital marketing, social media content, experiential activations, and media partnership to bring the campaign to life across physical and digital touchpoints.
The creative direction was inspired by one of Seattle’s most anticipated seasonal shifts: the return of warm spring light. Pastel and iridescent tones, refracted rainbow light, and the feeling of sunlight filtering through glass informed a bright, optimistic visual identity that captured the transition from Seattle’s gray winter months into longer, lighter days.
OUR RESULTS
Features
Spring Into SLU brought together brand strategy, creative development, graphic design, content marketing, digital advertising, social media marketing, experiential marketing, and media partnerships to create a connected campaign with multiple opportunities for audience engagement.
Our services and campaign deliverables included:
- Campaign strategy and creative direction centered on the arrival of spring in Seattle
- Brand and visual identity development inspired by warm light, glass, iridescence, and rainbow refraction
- Graphic design and campaign asset development across physical and digital touchpoints
- Environmental and experiential marketing designed to encourage exploration of South Lake Union
- Digital marketing and QR code integration connecting audiences with campaign content and neighborhood experiences
- Social media strategy and content creation, including 12 organic South Lake Union Instagram posts
- Media partnership strategy and coordination with Seattle Refined
- Broadcast media exposure through two Seattle Refined segments highlighting SLU art, music, and food
- Paid social media advertising targeting relevant audiences on Facebook
- Social video content distributed across TikTok, Instagram Reels, and Facebook
- Sponsored digital content and online advertising through KOMONews.com and SeattleRefined.com
Together, these Integrated Marketing touchpoints created a consistent brand experience while extending the campaign from the streets of South Lake Union to audiences throughout the greater Seattle area.
Performance (and Output)
The campaign paired local community engagement with regional media exposure, generating meaningful interaction in South Lake Union while significantly expanding the campaign’s digital, social, and broadcast reach.
- 721,984 total impressions delivered through the Seattle Refined media campaign
- 63,400 broadcast viewers across KOMO and the CW Network
- 522,708 targeted Facebook impressions
- 109,759 impressions from article and video placements on KOMONews.com
- 18,897 social video views across TikTok, Instagram Reels, and Facebook
- 7,220 impressions from sponsored content on SeattleRefined.com
- 7,542 engagements on promoted Facebook content
- 6,773 unique clicks from Facebook promotion
- 179 QR code scans connecting audiences with campaign content
- 12 South Lake Union Instagram posts generating 673 likes
- 2 Seattle Refined broadcast segments, plus an additional bonus airing
By combining integrated marketing, creative strategy, graphic design, digital marketing, social media, experiential activation, and strategic media partnerships, Spring Into SLU turned a familiar Seattle moment—the arrival of spring light—into a distinctive neighborhood marketing campaign.
The result was a bright, cohesive campaign that celebrated the businesses, culture, and experiences that make South Lake Union a destination while generating more than 720,000 media impressions and reaching audiences across broadcast, digital, social, and in-person channels.