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The Greater Milwaukee Foundation (GMF), the Medical College of Wisconsin (MCW), and the Royal Capital Group (RCG) made an historic move by establishing a community-based collaboration, founded on a joint vision for a Milwaukee that is equitable, healthy and thriving for all. This commitment is embodied in the restoration of an iconic building, the former Gimbels-Schuster’s Department Store on Dr. Martin Luther King Jr. Drive. The site is being redeveloped by RCG, will become the GMF's new home, and will house MCW’s community engagement programs. 


Recognizing that such an ambitious project requires significant community input and collaboration, for project development as well as brand development, the GMF contacted Athena Communications on behalf of the three principals. With the enlistment of Athena Communications, a long-term, multi-phased approach was established to develop the community engagement, branding and marketing communications plan to support the launch of the project development and the entity, then known as The Partnership.


In January of 2020, Athena Communications enlisted ADX Creative, a Milwaukee boutique brand design agency, to partner on a series of community naming/branding ideations and input/feedback sessions, then developed branding strategies and executions. The results were presented, and consensus was reached, not only on the project/building branding and naming (Thrive On King), but also the umbrella brand name – what was referred to as The Partnership, was now the ThriveOn Collaboration.


Despite the challenges of a pandemic, ThriveOn Collaboration and Thrive On King branding "zoomed" forward, as Athena Communication created the logos, brand pillars and brand story, and the final brand guidelines were developed and approved. Athena Communications assisted in the successful virtual, public brand launches of both ThriveOn Collaboration and Thrive On King, which included assistance on the run-of-shows and introductory brand videos. Athena Communications continues to assist as Thrive On King enters the Construction Phase, with branding and organizational support. Reactions from the media, the community and the public at large have been positive and enthusiastic.


Community Engagement, Corporate Brand Management, Brand Strategy & Development,

Brand Design & Naming.