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At Large outlines brand, website and event plan after selection for Newtown CRA work
Summary
At Large introduced its team and presented a phased scope — brand identity, a website and a community celebration — as the vendor contracted to develop Newtown CRA marketing and communications materials.
At Large, a Sarasota-based marketing and community-engagement firm, presented a phased marketing and communications plan to the Newtown Community Redevelopment Agency (CRA) advisory board on Jan. 9, 2025.
The firm’s presentation described three primary deliverables: a brand identity for the Newtown CRA, a website built from that identity, and a community event tied to the neighborhood’s National Register of Historic Places anniversary. Anand Palagar, founder of At Large, said the firm intends to start with discovery sessions, then develop brand concepts and a website sitemap before moving to design and build stages.
Why it matters: The board delegated the communications work to an outside vendor to produce a consistent public identity for Newtown and to support outreach for CRA programs and redevelopment projects. A unified brand and portal are meant to make grant opportunities, project updates and community resources more accessible.
Palagar described At Large’s local history and community engagement work, including previous projects in the Rosemary District and the organization’s connection to Dream Lodge and Sarasota Magazine. Danny Watts, CEO, and Julia Groom, director of communications, outlined a discovery-driven approach: stakeholder interviews or surveys, concept development, wireframes for the website and community activation planning. "You're not buying a website. You're not buying a logo. You're buying an outcome," Palagar said.
Board members asked about timeline, meeting frequency and board involvement. At Large and staff said weekly coordination meetings with staff are planned and that At Large will bring milestone recommendations to the board. Julia Groom said public surveys would be a tool used early in discovery if the board wants broad public feedback.
The presentation also referenced planned community event work tied to the National Register anniversary; At Large said event planning will include partnership and sponsorship outreach, programming and marketing.
The board did not take action on specific deliverables or budgets at the meeting; staff and At Large will return with more detailed timelines and milestone materials for future meetings.
