Concept Farm to head Kearny Point rebranding for Hugo Neu
Marketing agency Concept Farm announced it has been brought on as a strategic and creative partner to help Hugo Neu Corp. define and develop Kearny Point’s brand positioning for a relaunch, including strategy, creative and interactive.
Kearny Point is Hugo Neu’s four-million-square-foot redevelopment of a historic shipyard —now home to more than 200 businesses — located along the Hackensack and Passaic Rivers, between Newark and Jersey City.
Kearny Point was originally constructed to build ships in World War I, and became the most productive ship building facility in the world during World War II when it launched a new ship every five days – breaking production records and employing over 30,000 people at its peak.
The property was acquired by Hugo Neu in the early 1960s, and the site became a ship dismantling and recycling facility for warships. Their scrap metals were sent to steel mills, making Hugo Neu the largest exporter of scrap steel in the U.S. at the time.
Today, the 130-acre property has a creative office building and a light industrial and manufacturing building up and running.
The complete redevelopment plan for the entire Kearny Point site over the next few years includes multiple phases, and will feature creative office spaces, film/TV studios, event and entertainment venues, dining and retail, and outdoor public spaces with waterfront access that will be open to the surrounding community.
The first work for the brand is expected to launch in late March.
