The Ask:
Create a master brand identity for an early-1900s Crown Heights armory to coincide with its redevelopment into into an inclusive, multi-purpose neighborhood community center.
Deliverables:
Naming, Brand Tone & Voice, Brand Guidelines, Website Copy
Collaborators:
Dylan Hughes; Visual Identity,
Graphic Design, Website Design
The Challenge:
Crown Heights is experiencing rapid hyper-gentrification, leading to justifiable skepticism surrounding new developments. As the most obvious construction project on the block, it was our job to convince the community that these are good updates happening for the right reasons.
Our Solution:
We took meticulous care to ensure that every aspect of this brand would be welcoming, authentic, and informative, staying far away from any language that could come off as slick or developer-ish.
From visual elements and photography to word choice, sentence structure, and naming, we took every measure to present this project and its purpose as being both of and for the neighborhood.
