Residents have expressed in the past that they are not interested in having outsiders define who they are or make decisions for their community. We decided to treat this as realistically as possible and consider the ethical issues of imposing a brand on a community that we are not a part of, and who we cannot speak for. With that in mind, we centered the brand around shapes pulled directly from signage and architecture found in the community. It is a library of shapes that can be added to, arranged, and used by residents. It gives them control over their image while maintaining a recognizable system that can adapt and change over time. Overall, it is a structure for residents to choose how to portray themselves.

Residents have expressed in the past that they are not interested in having outsiders define who they are or make decisions for their community. We decided to treat this as realistically as possible and consider the ethical issues of imposing a brand on a community that we are not a part of, and who we cannot speak for. With that in mind, we centered the brand around shapes pulled directly from signage and architecture found in the community. It is a library of shapes that can be added to, arranged, and used by residents. It gives them control over their image while maintaining a recognizable system that can adapt and change over time. Overall, it is a structure for residents to choose how to portray themselves.