Situation

In 1999 Austin’s Robert Mueller Municipal Airport was relocated and some 700 acres of cracked runways and weeds remained. Our client, Catellus, partnered with the city of Austin and in 2004 brought us on to manage the master marketing efforts of this ambitious and transformative mixed-use master plan.

Solution

So how do you take this previously used piece of land on the wrong side of the freeway and turn it into a live/work/play destination that the entire city can get behind? You talk about it as an extension of the future of Austin not as something that once was. With everything from Welcome Center design to out of home placements to signage programs and website design we helped create a sense of place that was in line with what Austinites were looking for.

Success

The long-term branding and marketing have helped result in an incredibly successful mixed use master plan that includes everything from a regional children’s hospital, to an interactive museum, to more than 850 happy residents and a burgeoning retail center. Mueller has become and continues to become a regional destination to live, work and play.