We started with research into how entrepreneurs and residents experience Spinozaweg, what it means to them and how it feels to be part of it. Those insights shaped a brand identity and visual language that truly reflect the character of the street and the community around it, giving Spinozaweg a recognisable identity to use consistently, wherever it shows up. started off with the development of a social media strategy. This strategy resulted in a tailored social media identity including content formats that are based on engaging interaction with its communities. Social media is not about just posting but rather about maintaining a strategic focus. This approach also includes community management, and daily attention is paid to interaction with the online communities on the platforms. Social listening is part of this, we listen directly to the feedback coming from the community, and monitor the direct mentions. We serve the online communities through appealing Stories, feed posts, and focus on showcasing premium content and short form videos (such as Reels/TikToks). This approach provides more information for current online community, and also helps to increase online visibility to reach potential fans.