Commonwealth Plaza Midwood

Many uses. One cohesive campaign.

Commonwealth is a 12-acre mixed-use development located in Charlotte, North Carolina’s eclectic Plaza Midwood neighborhood. With retail, office, and residential all underway, Crosland Southeast needed a marketing partner capable of communicating the brand, driving awareness, and supporting leasing, all while staying true to the neighborhood’s creative character. Neoscape delivered a comprehensive campaign that not only supported leasing across asset classes but also established Commonwealth as an active, recognizable part of the neighborhood before the project was fully realized.

Phase 1
office space fully leased to Scout Motors
50K+
monthly social media audience
19
retail leases executed
90K SF
of retail is leased, 90% of the total

One part next big thing. All parts soul.

Commonwealth brings new life to two fully restored vintage buildings and comprises 100K SF of retrofitted retail, 400K SF of office space, 383 multifamily units, and ample green space. With the brand foundation already established, the challenge became how to carry it consistently across web, film, social media, and leasing materials. “One part next big thing. All parts soul.” became the guiding idea behind the work that followed.

Bringing soul to the big screen

The cornerstone of our campaign was a cinematic brand film capturing the energy and lifestyle of Commonwealth and its surrounding neighborhood, blending restored vintage architecture with the dynamic mix of uses coming to the site. This film was the anchor for the corresponding website, social media, and leasing assets.

Watch the film

Upping the leasing game

Custom leasing brochures were developed for both the retail and office programs, providing brokers and prospective tenants with detailed floor plans, site maps, demographic information, neighborhood context, and key development statistics.

Commonwealth Plaza presentation collage featuring site plans, community branding, aerial rendering, and demographics

Each piece extended the larger brand system while delivering the practical information needed to support active leasing conversations. These materials helped drive strong early momentum across the development, including the full lease-up of Phase 1 office space to Scout Motors and 19 executed retail leases.

Modern city district with landscaped courtyard, brick architecture, rooftop terraces, and commercial spaces

Multi-story commercial building with modern architecture, vibrant retail storefronts, and lively evening streetscape

Rooftop terrace with skyline views, landscaped gardens, shaded seating, and collaborative gathering spaces

Mixed-use development courtyard offering outdoor seating, dining, green space, and community entertainment

Contemporary office meeting room featuring blue chairs, statement lighting, and adjoining outdoor terrace

Resort-style rooftop pool featuring sun loungers, colorful float, and vibrant outdoor gathering spaces

Spacious contemporary workplace with open desks, glass offices, stylish lighting, and collaborative lounge

Building a highly intuitive digital hub

The website became a central hub for the brochures, brand film, project overview, leasing information, neighborhood amenities, event programming, parking details, and tenant directory. It was strategically built to deliver a streamlined user experience for retail shoppers, office tenants, and leasing brokers, with clean navigation and a brand-forward design rooted in the project’s lavender-and-cream identity system.

Visit the website

Building momentum through social

Neoscape managed Commonwealth’s social presence from pre-launch through activation, building an Instagram community and growing the monthly audience to over 50,000. Content strategy leaned into neighborhood lifestyle, tenant spotlights, events, and community programming. This included support for a summertime green space activation event—sustaining community engagement and driving ongoing foot traffic well beyond the initial launch.

Follow Commonwealth on social