Through a strategic reframing of the narrative, Solstice helped shift how a potential development site was understood—
moving the conversation from obligation to opportunity in support of a $1.8B investment decision.
Strategy
Solstice was initially approached to help produce a project framed around the idea that the federal government owed North St. Louis investment—based on its history as the former site of a failed federal housing project.
While the context was real and important, Solstice recognized an early risk:
messaging rooted in obligation and past failure positioned the site as a problem to be solved, rather than a future to invest in.
Working closely with the selection team, Solstice helped reframe the strategy entirely—shifting the story from one of need to one of unusual opportunity. The focus moved away from what was owed, and toward what was possible.
The revised strategy positioned the site as:
One of the largest contiguous development opportunities in the region
Perfectly sized to support a new campus and surrounding economic activity
Centrally located within an urban environment
Deeply connected to arts, technology, business, and innovation ecosystems
The goal was not to erase history, but to lead with potential—giving decision-makers a reason to say yes.
Stories
At the heart of the work was a fundamental storytelling shift:
from why this site deserved investment to why this site was uniquely suited for it.
Solstice collaborated with the selection team to shape a narrative that emphasized:
Scale and flexibility of the site
Its rare urban footprint and connectivity
The opportunity to catalyze surrounding neighborhoods and industries
A forward-looking vision that aligned with innovation, growth, and long-term impact
Through clear, opportunity-focused storytelling, the site was no longer framed as a remediation effort—but as a launch point.
Members of the selection process later cited this messaging shift as a tipping point—the moment when the conversation moved from hesitation to possibility, and ultimately to decision.
Systems
To support a high-stakes, time-sensitive decision process, Solstice helped organize messaging and materials so they could be used consistently across stakeholders and discussions.
This included:
Clear narrative frameworks aligned to opportunity and future impact
Messaging that could be confidently repeated by multiple voices
Visual and verbal tools that reinforced scale, location, and connectivity
A disciplined approach to story and structure under tight timelines
These systems ensured that once the narrative shifted, it held—allowing the opportunity-based story to carry through every conversation leading up to the decision.