Hillwood Communities

Creative

In real estate, a “sea of sameness” exists that engulfs the majority of brands. From real estate companies to master-planned communities to apartment complexes, there is a lot of branding overlap that makes it difficult for consumers to differentiate one brand from another. But, this industry-wide ubiquitous branding opens the opportunity for other brands to rise above the noise and connect with more consumers on a deeper level. For Hillwood Communities, that meant telling unique brand stories for multiple communities beneath one parent company.

Goals:

  • Analyze each community individually, and define their brand’s differentiators
  • Perform detailed market research to discover how each brand stands apart from the real estate market as a whole
  • Develop branded material for each of Hillwood’s communities that can be used across mediums for various marketing goals
  • Tell distinct stories for each development that will better resonate with target consumers

Navigating The Sea of Sameness

There’s a widespread marketing problem – the sea of sameness – that affects a variety of industries, but it is particularly prevalent in real estate. The sea of sameness occurs when marketers and brands capitalize on similar strategies and KPIs, resulting in identical tones, marketing approaches, and even branding aesthetics. This ultimately dilutes a brand’s market impact, and waters-down the effectiveness of marketing strategy. This market saturation makes it incredibly hard for brands to create real connections with the consumers they serve and hurts their ability to build long-term relationships with consumers.

Strategizing Brand Differentiators

The sea of sameness isn’t all bad, though, and gives willing brands a clear opportunity to use distinctive branding and different marketing tactics to overcome the ubiquity afflicting their competition. For Hillwood, we treated each individual community as its own entity and branded around what makes each community a unique and identifiable neighborhood.

Union Park is an active community that features an onsite elementary school and expansive green spaces. We wanted the community’s energy to shine through, so we used bright, vibrant colors, and highlighted some of the young residents having fun at the park, which better connects to the young family demographics at Union Park. The energy pops off the page, and the brand lives up to the tagline “live a vibrant life.”

Wolf Ranch is situated in the Texas Hill Country and offers a scenic, relaxing way of life hidden along Georgetown’s San Gabriel River. The residents of Wolf Ranch seek escape and adventure, so the brand had the opportunity to really lean into that with messaging and creative. We chose “the hill country is calling” as a tagline, warm, natural colors, and stunning photography of the community and the surrounding Hill Country in the brochure to mimic the nature surrounding Wolf Ranch.

Bluewood is a community in every sense of the word, where residents come together to form real connections and friendships. The community offers an abundance of features such as a community pool, trails, and an on-site elementary, all within a very attainable price point that appeals to Millennial and first-time homebuyers. To brand Bluewood, we chose bright, bold colors that help communicate the community’s exuberant energy. We brought through some of the blue colors used throughout the development and chose the tagline, “a community without compromise” to better highlight all the offerings at an affordable price.

Each specific brand identity is built with identifiable marks that express the community’s individuality. That same individuality allows the brand marks to be fluid and flexible, and useful on a variety of mediums. From brochures to websites and outdoor signage, the brand is clearly communicated and identifiable. By making that connection, we’re able to help spread broader awareness of Hillwood Communities’ developments, and more meaningfully connect with a larger audience of potential home buyers.

Results:

  • Created a full brand platform and messaging pillars for each community
  • Full asset creation and ability to utilize assets across platforms
  • Created a unified brand message, look and feel for each brand

One of the most thrilling challenges is helping a client launch a new product, which is exactly what we did for the TearCare® system by Sight Sciences.

Goals

  • To introduce a new brand to a growing market
  • Capitalize on a market opportunity with disruptive technology
  • Improve the lives of patients by getting a new product that targets the underlying cause of dry eye into the hands of eye care professionals

Analyzing a New Market

Before launching any new product, it’s critical to have a deep understanding of the landscape and the potential competitors or challenges within the market. For TearCare®, we performed a thorough analysis, through both primary and secondary research, of the overall healthcare environment, the eye care submarket, the competitive set and TearCare® ’s differentiating attributes. We came away with some incredibly useful data.

There are 40 million dry-eye sufferers in the United States, and of those, 86% have some component of Meibomian Gland Dysfunction (MGD). We discovered that most of the existing dry-eye devices are cumbersome to administer to patients, take the precise control out of the doctors’ hands and are expensive for a practice to adopt.

Because of the way TearCare® was designed, and its philosophy to address the root cause of dry eye with a combination of leading-edge technology and doctor skill, we saw this is a huge position of value for TearCare® – and that’s where we began crafting our strategy.

A Different Kind of Healthcare Product

Traditionally, the treatment of dry eye disease has been done with large pieces of stationary equipment that requires the patient to keep their eyes closed and doesn’t fully allow the eye care provider (ECP) to fine-tune the procedure to their specific needs.

Even newer entrants into the market addressed the condition in impersonal or intimidating ways, potentially leaving the patient and the ECP with a sub-optimal approach. In addition, the market leader is incredibly capital intensive and presents a challenge to eye care practices to meet their business goals. These conditions created a perfect combination for a company and a new device to address dry eye differently.

Enter TearCare® – the most unconstrained way to target the underlying cause of dry eye – and make real headway – in evaporative dry eye disease.

TearCare® is the world’s first blink-assisted device that applies heat to the eyelids to remove blockage associated with Meibomian Gland Dysfunction. It’s a wearable, blink-assisted design that offers a universal fit across various patient lid anatomies and delivers consistent thermal energy to prepare meibum for clearance by an ECP. It does so in a system that doesn’t require a steep financial investment in a large piece of equipment. All of this informed the final positioning of giving healthcare providers and patients freedom.

Launching a Product to Disrupt the Market

Launching a brand-new product is incredibly exciting but introducing one that will make the entire market take notice can be exhilarating.

We helped take TearCare® to market with a fully integrated marketing and advertising strategy that focused on the freedom TearCare® gives patients and ECPs, differentiating the device from others in the space.

We utilized a blend of paid, owned and earned media channels to deliver the primary campaign messaging. We designed a new website to act as the central hub of information about TearCare® and helped educate healthcare professionals about the new device with trade show activation, sales support materials, and practice-building resources.

This entire campaign was aimed at educating ECPs, introducing them to a new way to treat MGD, and helping them get the device and training needed to begin helping patients. As the campaign began to rollout, the results were astounding.

Results

  • Brought brand new, disruptive product to market
  • The number of new accounts opened in year 1 was 3 times that of the nearest competitor

Make Life Better

Healthcare work is always incredibly rewarding because it allows our team to help connect healthcare professionals to patients in need. For Sight Sciences’ TearCare® device, we were able to help connect healthcare professionals to a new device that targets the underlying cause of dry eye and make life better for those suffering from a chronic degenerative disease.

February 14, 2020

Day in. Day out.

Telling the story of an elite collegiate baseball program is a large task – and it’s one that we help TCU Baseball accomplish every year. But, like every task that our team tackles, it’s best to take it one small step at a time, day in, and day out.

Since 2014, we’ve worked with the TCU baseball team and Head Coach Jim Schlossnagle to create a video that helps attract the best baseball players from across the nation and shares the team values. We work closely with Coach Schlossnagle to talk about team dynamics and the themes that the team will source for inspiration that year.

This year’s theme was “consistency of purpose” applied throughout all walks of life. Beyond being baseball players, each athlete is also a student, a child, a friend, an ambassador, a budding young professional – the list goes on. For Coach Schlossnagle, if all that the TCU baseball program focuses on is getting better on the field, then they’ve failed these young players as mentors. The video serves as a reminder that the team believes in producing well-rounded young men that are capable of accomplishing goals on the field, in the classroom, and in their personal and professional lives.

The video starts small, focused on feet on the floor – the first step anyone needs to take to accomplish their goals is getting out of bed and setting upon their course. The video gets wider and walks the central characters through multiple scenes of their everyday life – from bedroom, to the gym, walking around campus, getting food at the cafeteria, through practice on the field, and back into bed – a day in the life. The process repeats as the camera expands its view of the subjects, and then focuses on all of the little aspects the characters practice on the field as they build toward the big game, while intercutting more of their personal lives as students and young men.
The narrator speaks to the value of consistency, and honestly depicts that it’s an inglorious, repetitive process that gradually builds a person up to be better than they were yesterday, brick-by-brick.

“The goal isn’t to better than the other guy. The goal is to be better than myself. At least 1% better than I was yesterday. Day, after day, after day. Consistency isn’t exciting – it’s necessary.”

The entire video communicates the small steps that we each take toward bettering ourselves. The editing and musical elements speak to that consistent repetition as the scenes cut in and out and the beat builds – small, consistent stylistic elements that communicate the overall message of the video.

Making Life Better

Motivation isn’t a concept specifically reserved for baseball players and athletes – it’s a fleeting feeling that every single one of us has to find, harness and control to meet our own goals. With this video, we hoped to create a message that extends beyond baseball and motivates each of us to use consistency to accomplish their goals every single day – day in, and day out. 

Credits:
Concept by: Schaefer Advertising Co. and Scott Porter
Produced by: Schaefer Advertising Co. and N8 Visuals Inc.
Music: The Seige by Run For Your Life –  Licensed through Musicbed
Voice Talent: Zach Mayo

There is no limit, no maximum and no end to what can be achieved by simply opening the door to potential. This type of potential—the kind that’s filled with possibility—runs abundantly inside the halls of the Key School. It pours itself into its surroundings to empower teachers, parents, students and even the very ground on which they stand.

The Situation:

The educational environment of the Key Center for Learning Differences caters to the unique identity of each student and focuses on them as an individual, rather than their learning difference. They are building a new central campus on a 14-acre property in Fort Worth. It will provide easy access to all of Tarrant County with room to grow their program for generations.

Since 1966 the Key School has served students of Tarrant County with learning differences like Dyslexia, dyscalculia, dysgraphia and ADHD. In 2018 they expanded their services to include specific training for educators and support for families with struggling students. All three programs are now housed within the Key Center for Learning Differences. As a brand, they needed tell their story more effectively and highlight the monumental impact they have in the lives of the children they serve, their families and our community as they bring their vision for their organization to life. 

Our goal:

The Schaefer team set out to create an emotive video that brings to life the impact that the Key Center for Learning Differences has on students, parents, and our community. We wanted a broad audience of community members to understand what they do and why we so desperately need organizations like this for the future of Fort Worth. They debuted the video at a luncheon announcing their new campus and honoring the late Dr. John Richardson – a legendary doctor and Fort Worth icon that helped shape the medical landscape of Fort Worth for more than 40 years.

Make Life Better

1 in 5 children are living with dyslexia, and only 1 in 3 children living in Tarrant county are reading at their grade level. The Key Center for Learning Differences is doing work that unlocks children from the burden of their learning difficulties and helps them to see that their future is limitless. The children that pass through the halls of the Key Center have the potential to shape the world, and the educators at the Key Center help their students realize that their futures are full of endless possibilities. It was an incredible honor to work with the Key Center team to create this video, and help spread awareness about the crucial work they do to positively impact children across North Texas.

 

 

December 20, 2019

The gift of presence

Meaningful moments happen face-to-face, not when scrolling through your Instagram feed, or diving into the latest trending topic on Twitter. Unfortunately, facilitating those moments can be incredibly difficult – for everybody. Luckily, the holiday season gives us a chance to take a break from our regular routines to reset with the people that we love most and enjoy priceless time together. This year, as you’re making your way to your parent’s place, or visiting family in far-off places, we want to encourage you to bring something to the table beyond just your phone and create meaningful memories with your loved ones.

“Be Present” Schaefer Playing Cards

Every year, the Schaefer team creates a Christmas card to help celebrate the season and share some holiday cheer. But, the thing about cheer is that it’s an infectious feeling that can’t be contained into one card. In the spirit of spreading cheer, we approached the 2019 Christmas card asking ourselves “how can we make a card shareable?” So, we created a deck of playing cards that encourage people to gather their family and friends and play some card games together.

Inside The Package

Each box of cards comes in a small package that is marked with a Schaefer acorn sticker. Inside the package is an insert that explains the intent of our playing cards: to be fully present in the moments you share with your loved ones. The reverse side of the insert contains the rules and instructions on how to play four classic card games: Crazy Eights, Slap Jack, Squirrel, and Rolling Stone.
The box of cards is adorned with the classic Schaefer squirrel, which is also shaped into the letter “S.” The back of the deck instructs people to “Be Present,” and encourages them to take the cards wherever they travel this holiday season.

The cards themselves have been designed to represent different personalities found inside the halls if Schaefer Advertising. You’ll find the detailed designer checking her fountain pen for ink; the meticulous production manager measuring projects with his many rulers; the Jack of accounts, staying in constant contact with the client; the developer magically riding his unicycle and balancing his laptop upon his knees amidst a flurry of flying papers; and you’ll also spot the art director conceptualizing the next great idea, creating light and energy with his fingertips.

Each of these archetypes are loose interpretations of some of the very real people that make Schaefer the magical place that it is today.

Making Life Better

At Schaefer, we come to work every day and use fun as a tool to explore new creative ideas and create compelling strategies; as a way to connect with our co-workers, break down barriers and discover the best ideas together. We aim to make life better every single day, and we hope that we can use our work to bring joy to others and facilitate more meaningful moments between people. This holiday season, we’re using our Christmas cards to encourage you to put away your phone, gather your loved ones around a table and give them the gift of your presence.

Happy Holidays,
– The Schaefer Team

The Situation

Apps are everywhere and ever-reaching into the little nooks of our lives to improve some aspect of our experience. Want to plan your meals by the cycles of the moon? There’s an app for that. Want to order delivery Thai food without having to speak with someone or exchange cold hard cash? There’s an app for that. Want to have a group light-saber battle with your friends and family and divide the group among Jedi and Sith? You get the idea: from fun to food delivery, apps are diverse and serve a variety of functions. But, there’s a decided lack of apps on the market that support someone in their struggle against acne – until now.

Epiduo® Forte Gel Helps Teens and Their Dermatologists Manage Acne Treatment

Epiduo® Forte Gel (adapalene and benzoyl peroxide), 0.3%/2.5% is a once-a-day prescription topical acne medication with two active ingredients—adapalene and benzoyl peroxide. The powerful combination works together to treat tough acne and help prevent recurring acne from forming by unclogging pores and killing bacteria. Epiduo® Forte Gel had an existing app on the market called “epi-tracker,” but they were in need of a new set of eyes and a complete application refresh that really engaged users and retained their attention to the app. They wanted something that was user-friendly, and an app that partnered with healthcare providers to bring about better products and services.

When acne patients visit their healthcare providers, there is rarely enough time for the patients to become educated on their acne, or how best to treat it. In addition, it is crucial for acne patients to use products as directed to see a change in their condition. So, our app needed to continue to educate patients about their acne and encourage them to maintain their Epiduo Forte treatment plan to best manage their skincare.

Goals

  • Drive new myForte app downloads.
  • Drive consistent user engagement.
  • Educate acne patients about best practices for their skin care.
  • Encourage people to use the app daily to achieve desired results.
  • Make myForte a valuable, reliable resource for acne patients that use Epiduo® Forte Gel.

Approach

Going into the project, we knew that the patients using the myForte app were in a vulnerable state. Living with acne is a very personal battle that can have a powerful, negative impact on those suffering from it. So, we wanted to build an app that supported patients in their pursuit to treat their acne and gave them confidence to take control of their acne.


The Creative

Before kicking off the app, we needed a name. To quote Shakespeare (sorry), “What’s in a name? That which we call a rose by any other name would smell as sweet.” While we agree with big Bill, naming a healthcare app can be tricky, mostly because healthcare nomenclature can sometimes be incredibly sterilized and devoid of emotion, but treating acne is not an emotionless battle. We wanted a name that reflected the user’s personal stake in their health and one that empowered them to treat their acne. We ultimately chose “myForte,” which gives the user ownership of their acne and its treatment. It also plays on the word “forte,” which denotes a person’s strength or positive abilities. When added together, “myForte” gives the user confidence that they can treat their acne, and that they’re going to do a great job in the process.

One of the biggest hurdles for those battling acne is staying consistent in their treatment, and regularly applying their medication. So, we built an app that gave patients the resources and reminders they need to stay on track to achieve the best results. We developed daily motivational messages that send users motivational messages to keep them engaged with their acne treatment.

All of the positive reminders and tips are paired with illustrations that take place in natural settings for the teen or young adult patient. The illustrations are inclusive of everyone facing acne. It was important to us that we didn’t bombard users with real acne imagery, which can be discouraging to see all the time.

Additionally, we felt that it was important to give users the ability to track their progress, which helps them see their improvement and gives their dermatologist the ability to observe their journey during follow up visits. We built in a calendar function that helps users track when they applied Epiduo® Forte Gel, but also asks them to record how they feel about their skin each time they interact with app. This way, we’re encouraging users to stay engaged with the app and to take time to reflect on their progress.

The split view function of myForte allows users – and their healthcare providers – the ability to measure the patient’s progress against any picture they’ve taken in the app. This small function is incredibly powerful for helping people track their progress and gives their dermatologist a larger view of their total improvement.

The Results

  • Over 87,000 downloads
  • Over 250% increase in app downloads each month
  • 40% User return rate
  • Over 15,000 progress photos captured
  • Over 16,000 feelings recorded
  • OVer 100,000 profile attributes collected

Making Life Better

It’s easy for patients dealing with acne to feel downtrodden and made helpless by their skin condition. Often, these people have struggled with acne for years and feel like they’re out of options. When we created this app, we wanted to help patients suffering from acne take ownership and control of their acne treatment. With the myForte app, patients have the education and encouragement they need to confidently tackle their acne with a smile.


 







October 22, 2019

Succeeding in simplicity

When Sight Sciences approached Schaefer to help launch their new OMNI® Surgical System , we set our eyes on the prize and got to work.

The OMNI Surgical System Breakthrough

The OMNI Surgical System by Sight Sciences is a ground-breaking solution for ophthalmologists that allows them to perform two different procedures on patients who need intervention in the conventional outflow pathway. It also allows surgeons to treat patients who had prior cataract surgery where they couldn’t before. That’s a long way to say, OMNI does something no other device on the market can. Clearly, we were looking forward to the challenge of launching the new OMNI Surgical System.

The Campaign

Devising core brand messaging takes hours of research, strategy, discussion, and countless iterations to finalize a succinct message that cuts through the noise of a competitive space. Ultimately, we selected the core brand message of “Intelligent design meets the proven pathway,” which is a powerful message to ophthalmologists. It speaks to OMNI’s ability to impact 360-degrees of the conventional outflow pathway with one device, which was impossible in prior devices, making the procedure much more convenient.

New Identity

Since OMNI is the next generation of two previous devices, it required a new identity and logo that represented the innovation and elegance of the new and improved OMNI Surgical System.

We created a mark that conveys the functionality of the device and nods to the shape of the eye. The single circle represents the unity of the OMNI device, while the two circles contained within point to the two procedures it empowers surgeons to perform. When added together, the three complete circles illustrate the three points of resistance in the conventional outflow pathway which can be navigated by the new OMNI device.

The Results

Launching a new ophthalmic product is no easy feat, and the Sight Sciences team was looking to make a splash in an extremely competitive landscape. The new OMNI device launched in September of 2018, and because of its quality and utility, quickly gained traction from surgeons.

OMNI released their new device with incredibly lofty sales goals for the first quarter of 2019. We’re proud to have helped them meet their goals sooner than expected, and place the new OMNI device among the top tier of surgical devices for ophthalmologists in record time. Now, the industry is taking notice and key industry thought leaders are singing the praises of the OMNI device, which only solidifies its place as one of the leaders in the market.

Making Life Better

Schaefer Advertising is always searching for ways to use our work to make life better, and it’s clear that the new OMNI surgical system can have a large, positive effect on many people.

Before OMNI, ophthalmologists would have to use multiple devices to achieve the same end goal. OMNI provides an elegant solution for ophthalmologists and its dual-purpose design makes it an excellent option for treating a wider range of patients. OMNI gives surgeons a powerful way to help people address a sight-threatening condition.

Situation

When the Fort Worth Zoo enlisted Schaefer Advertising to help drive people to their new African Savanna exhibit, we couldn’t wait to take the bull by the horns and get to work. Our team was able to come up with a rich campaign that encapsulated the spirit of the exciting new exhibit.

The new African Savanna exhibit was built around a central prairie that houses giraffes, springbok, ostriches and many more species all in one exhibit. A winding path gives visitors a 360-degree view of the animals in the prairie and allows people to get closer to the animals than ever before. This creates a truly unique experience for each visitor and ensures that no two visits are alike. The main attractions are the hippo exhibit that includes above-water and underwater viewing, and the giraffe feeding deck. The new Savanna exhibit features shaded viewing spaces and is surrounded by an aviary that houses a variety of bird species.

Goals

  • Generate awareness of the new African Savanna exhibit
  • Send interested web traffic to the Zoo’s website
  • Drive more ticket sales centered around new exhibits

The Approach

The Get Closer campaign was created to highlight the capabilities of the new African Savanna exhibit and emphasize the intimate experience that the space offers visitors. We needed to clearly communicate that the African Savanna allows patrons the opportunity to get closer to the animals than ever before, and illuminate the giraffe feeding platform, and the hippo exhibit.

Before launching the campaign, our team developed a detailed multimedia strategy that would get more people interested in exploring the African Savanna exhibit. To deploy a fully-integrated campaign, we incorporated digital and broadcast ads alongside more traditional out-of-home ads in the form of pole banners, billboards and bus benches that were placed in strategic positions throughout the metroplex.

The Creative

The campaign featured the two stars of the new exhibit: the underwater hippo viewing area, and the elevated giraffe feeding station. Schaefer developed concepts that communicated the intimacy of the space, while also inviting audiences to look adventure in the eye.

We really enjoy using a medium to its full potential and thinking about new ways to use traditional mediums that command consumer attention. For the Get Closer hippo billboard, we used extensions to maximize the real estate on the board and communicate the capability of the new hippo viewing area. By extending the hippo’s head over the top of the board, we were able to mimic the water line and show viewers the capabilities of the exhibit.

Savanna TV Spot

We chose to use the African Savanna TV spot to expand and support the campaign’s core idea of “getting closer” to the animals and take local families on an authentic African safari right in the heart of Fort Worth. The commercial features children and families getting close enough to the animals to play a small game of “monkey-see, monkey-do,” and interacting with the new exhibit’s animal kingdom. Filming animals is unpredictable, but the “talent” decided that they were ready for their closeups and behaved like seasoned professionals.

The Results

  • The weekend after campaign launch saw a 316% increase in ticket sales compared to the weekend before campaign launch.
  • The 60 days after campaign launch sold greater than 35,000 more tickets than the same 60-day segment in 2017, for a 14.3% increase in ticket sales.
  • Standard media display click-thru-rate 216% higher than industry benchmark of .06%.
  • Rich media display click-thru-rate 46% higher than industry average of 2.25%.

Making Life Better

At Schaefer, we strive to make life better with each project that we take on and in every conversation we have. Going to the Fort Worth Zoo is an incredible experience, and it’s an honor to work with an organization that practices such extensive conservation efforts. Feeding a giraffe or standing eye-to-eye with a hippopotamus is such a joy for people of all ages and working to share that experience with a wider audience was the big cat’s pajamas.

May 24, 2019

She Is Near Southside

In the Near Southside, we spend every day celebrating women. As a crucial part of the community, women helped define the purpose, culture and growth of the district. From entrepreneurs to artists and advocates, these female visionaries, past and present, had one thing in common—the spirit of the Near Southside. 

Every year the Southside Shindig brings neighbors and friends together to spotlight the people and milestones reached in the past year. It’s also the single biggest fundraising event for the Near Southside organization and district. 

This year’s theme honored all the women whose ambitions and talents nurtured the community, paving the way for life and work in the Near Southside. All the mentors, mothers and friends we came to know as rebels, risk-takers and rainmakers who showed us then and now what it means to cultivate community.

December 8, 2018

Community Connects Us

Rebranding a city is a challenging and rewarding endeavor, a pairing we thrive in at Schaefer. In order to stand out among the 200+ cities in the Dallas-Fort Worth Metroplex and appeal to various stakeholders, it was critical for the City of Hurst to rebrand with purpose.

The Challenge 

Before Schaefer was hired, the City’s tagline was, “A Quality of Life City” an ordinary and nonspecific descriptor. The City sought to update their logo and messaging to better mirror the great progress the Council had made and align with the City’s updated mission and vision statements. Furthermore, they wanted to highlight their community values of respect, stewardship, positivity and inclusiveness. So, it was key that the new logo, tagline and seal worked together to amplify the city’s progress and position in the community. 

Approach

Schaefer began the discovery process with key stakeholders to discuss branding and messaging feedback and preferences, and to review past research findings. Once we determined the key insights that informed the brand and tone, we began building a brand platform that worked seamlessly across the marketing landscape.

Results

The City of Hurst’s new logo features clean lines and a simplified color palette. The star and the “H” give an updated nod to the original logo and seal, but with a modern and timeless approach.

The new tagline “Community connects us” nods to the dual meaning of connection, as in the physical way in which Hurst connects Dallas and Fort Worth, as well as the relationships formed between community members.