A tactical component of the Harbor East brand image is communicated through the project consumer advertising and site graphics. The messaging and graphic approach must communicate to a diverse audience of onsite residents, various on site businesses staff, onsite and offsite hotel guests, offsite destination shoppers, Harbor East merchants and prospective tenants. A Harbor East merchant co-op was created to spread advertising fees. The campaign listed retail businesses in a hierarchy based on contributions to the ad co-op. Branded banners and directional signage featured new tenants, special retail promotions and cultural events.