A New Brand and Visual Identity for the University District
Embracing Change and Honoring History
In recent years, the U District neighborhood has undergone immense changes: upzoning to allow for new and bigger buildings, the UW growth Master Plan, and the new Sound Transit Light Rail Station. The U District is more vibrant and connected than ever before. As stewards of the neighborhood, the U District Partnership (UDP) had a challenge: how to tell the story of the new and changing U District, while honoring the culture and past that has made this neighborhood so special.
We partnered with UDP to develop a new brand and visual identity for the U District neighborhood. This began with a number of community conversations, to learn what existing residents and businesses feel are the greatest strengths and challenges for the neighborhood today. This led to an iterative branding process, with a number of focus groups with new and existing audiences to help guide and refine the brand as it was being developed. We also collaborated on improving the visual connection between the U District Partnership brand and the brand of the neighborhood itself, helping to ensure the community understands and recognizes the important work UDP across the neighborhood.
The results
The new brand has been brought to life across the U District neighborhood and U District Partnership websites, social media, and written materials. We’ve also supported a number of special events and initiatives, including their annual food walk, Boba Fest, and the Light Rail opening, and work collaboratively with their team on an ongoing basis.
