Known since 2003 as “Cambridge Main Street,” the nonprofit organization hired a director and adopted a streetscape logo identity and word mark of the same name. As the NPO approached its 20th anniversary, Choptank was hired to facilitate community and stakeholder outreach, analyze findings and develop prospective positioning concepts a branding initiative to strengthen and differentiate Cambridge’s to residents, prospective business owners and visitors.


  • Brand Position

Creative Concept

Evoking a fun, funky and festive vibe, “Soul of the Shore” reflects the city’s vibrant past – and bright future. With a distinct retro feel, modern color palette, and bold declaration, it invokes a time when Cambridge was known as “Groove City” – and affirms its place as the heart – and soul – of Chesapeake Country.


  • Strategic planning
  • Community outreach
  • Survey creation and analysis
  • Creative concept and tagline development
  • Logo design
  • Marketing plan


Client Reference

“Choptank Communications has helped our small non-profit organization navigate a very complex strategy of community input and visioning for our re-branding effort. With so many invested in our downtown both financially and as public space, there was a lot on the line to get it right. Andrea helped us form a road map, then implement the journey gaining input from focus groups, survey, and key stakeholder interviews. She then put together a concise and detailed creative brief that forms the basis of any next steps. What Andrea brings to the table too is a keen sense of intuition about the creative concepts that will work. I trust her analysis and input. She has a passion and spark for what she does and that carries over into each project she undertakes. She also gives ten times what is expected in terms of her thoughtfulness and implementation of projects. We know that our investment in her hands will stretch every dollar and be measurable to our investors and stakeholders.”

Katie Clendaniel, Director
Cambridge Main Street