The defining section of the Watt District is Watt Avenue, a thoroughfare running down its eastern edge. For this reason, the logo and the graphic elements that support it were largely inspired by the very concept of a road. The dark shape of the eight represents the pavement, with the word Watt running down it like the yellow dashes in a road. The word District was abbreviated to not only balance the letter count, but also to imply that the PBID is hip enough to abbreviate their name.
The zero in the logo became an adaptive element to either provide context for the district, as a window into the lifestyle of the area, or to feature the supporting graphic pattern (also inspired by roadway lines).
The website design led with a bright and cheery color palette, friendly introduction, and a stylized map of the location, all to provide a welcome context for users.