You know that slice of SoMa that's wedged between Rincon Park and SFMOMA—yeah, the one with the tallest skyscraper west of the Mississippi? Well, as we reported last summer, some folks are crusading to rebrand it the East Cut.

Despite the resistance many of you expressed in our Facebook comments, it seems the East Cut has come to pass. Launched this week, a chromatic banner campaign, called Our Storied New Neighborhood, spotlights the fast-growing neighborhood's history.

Starting Monday, April 30th, informative posters spackled to poles throughout the 'hood aim to indoctrinate passersby in the neighborhood's (hip-not-hip) new name, as well as to inform us of a few tidbits about the rapidly developing district which, it turns out, played a role in prehistoric times as well as the Gold Rush.

The campaign is sponsored by the nonprofit East Cut Community Benefit District (CBD).

"As a neighborhood-serving nonprofit organization, we've heard consistently from local residents, small businesses, and employees that the East Cut is a terrific place to be, but that it could benefit from a stronger sense of place," said Andrew Robinson, executive director of East Cut CBD, in a press release on Monday.

He was echoed by Katina Johnson, a neighborhood resident and VP of East Cut CBD's Board of Directors, who added, "With so many cranes in the sky in our district we tend to look constantly to the future, so I'm glad that we're taking time to appreciate how we got here."

So next time you grab dinner at Mourad or a cocktail at Novela, you have your conversational ice breaker: What do you think of the East Cut? Tell us in the Facebook comments! // theeastcut.org