I took it upon myself to tackle the task of rebranding and the identity of the Stockyard, Clark-Fulton & Brooklyn Centre Community Development Organization (SCFBC CDO). After getting to know the client, it was clear that the goal of the branding was to both bring the SCFBC to a contemporary identity they could build a future with, while also holding in high regard the unique history of each neighborhood. The residents also made it clear that they were adamant about not becoming another trendy urban neighborhood that could potentially cause gentrification and its negative side effects. They had witnessed similar things happen to neighboring west side communities, and the rebranding had to keep this in mind.
The first step in my rebranding was almost obvious - we had to rename the organization and, effectively, the community it serves. We confidently agreed upon Near West Central, which already functions as a existing nickname for the area. My type treatment featured the historical typeface of Garamond, complemented by a highly legible Univers. The color palette I assigned Near West Central is both subtle and versatile, with just the right amount of contrast to reflect the unique personality of the communities represented. The logo I developed for Near West Central features 3 homes, each representing the three respected neighborhoods. This logo is then rounded out by an underlining orange stroke below the type, which is representative of the CDO’s sole purpose - to unite and support these three communities. The end result was a drastic change in identity in a very positive and exciting direction, that can function as a spearhead for the progression of these Cleveland communities for years to come.