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