[bethany] phase 4

8/3/2019 [Bethany] Phase 4

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The crossroads is a small district in Kansas City made up [click] of:


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Boutique Shops, Local Restaurants, Businesses, Art Studios, Recording Studios, Galleries, Non-Profits, Apartments and Lofts owned by

community Residents, Owners, Entrepreneurs, Musicians, Architects, Designers, Artists and Chefs


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It sits between Union Station and the Missouri River and was founded on the crossing of the first railroad bridges built over the Missouri river in 1896.

This allowed the north to south lines to cross the existing east to west one.

This made Kansas City the first crossroads city in Missouri.

Since then, it has grown into a thriving artistic community. [click]


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Hispanic

African American

African Indian

Caucasian

Other

62%

1%

1%

19%

17%

As a whole, the average resident is, exactly, 29 and half years old with a median household income at $8,246.

The population is primarily Hispanic

with Caucasian and African-Americans at less than half of its residents.


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The rebrand purpose is to bring the community together and welcome new faces to become a part of the neighborhood.


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Who are we?

I didnt know we were a we.

Oh Yeah.

To do this, the community needs to recognize that they, are actually a we

This allows all members and residents to own the brand themselves because, after all, they are the ones that will follow, shape, and embody the brand.


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OUR MISSION

The focus is to appeal to a younger audience, in order to bring a new generation into the crossroads and develop a sense of community among those who are

already residents.

Residents like....


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Robert Penn, who moved to the Crossroads district after being hired as a graphic designer at Barkley after graduating from Iowa State University two years

ago.

To him, living in the Crossroads is the perfect combination of work and fun.


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I dabble in photography, but music is really

my passion. I really enjoy the neighborhood

and all my friends live close. Its great.

and 24 year old Jill whos job at Lulus allows her to get by as she raises her 3 year-old son.

Living here, she has a great opportunity to stay in touch with friends and continue to pursue her passion for music.


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We value self-expression.

Members of the community like Robert and Jill know how to expressive themselves and recognize it as an important aspect of their culture.


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We are a community.

it is important to develop a sense of pride that will knit the community together.

This happens by using the brand standards and owning them.


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VISION

The vision of the Crossroads Community Association is to be open and friendly to everyone. They want to provide a relaxing and fun environment for creatives

and residents alike where people can walk down the street and feel, not just inspired, but at home and having a great time.


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ESSENCE

It welcomes everyone who is interested in artistic expression and, in that, their essence attempts to promote a vibrant and diverse community of both homes

and businesses.


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To embody the attributes and essence of the community, I chose elements with similar qualities to develop the brand.

Starting with color, where strong orange is contrasted with a cool blue both in bright and vibrant hues.

The orange represents the vibrancy of the community and its bold behavior while the blue adds diversity. These are supported by neutral grays and black.


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The use of pattern shows interaction that emphasizes the energy of the community.


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these graphic elements can be placed and pieced together to make a variety of expressive forms.


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Each element has the possibility of addition or subtraction of forms but is consistent by using geometric shapes established through the brand mark.


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This mark, serves as a reminder of the districts history with the two railroads crossing over the streets through two, crossing directionals

It also references a house to represent the neighborhood aspect of the brand.


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This is reinforced in the logotype by using the two square marks that make up the lowercase rs as a reference to the railroad tracks themselves after which

the district is named.


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These are brought together through their applications that make special use of pattern both in repetitive subtlety as well as bold abstraction.

Unexpected placement of the elements in each of the brand materials are taken from the mark, pattern and logotype.

These missing pieces are allowed to show up in other places throughout the brand.


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The photography will be faded with a slight blue tone over slight sepia that also welcomes in warm color.

Some will include blurred shots with their main objects in focus as well as


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utilize interesting cropping and transparent overlaying pattern that will add energy and a unique view into the community.


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Energy occurs through strategic use of color and angled type for headers and secondary information.


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Clarendon is the primary type choice due to its warm, welcoming feel and friendly curves.


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its warm, welcoming feel and friendly curves.


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This is paired with Euphemia as secondary text for call out information to add variation of headlines and add structure to reference the use of the geometric

blocks found in the brand mark and logotype.


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These elements are combined in the stationery through the return address set at the same angle with a nod to the orange triangles.


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In addition to formal stationery, invitations to special events are also a part of the Crossroads association that ask the receiver to become more involved in the

community.


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Here, the invitation has a die-cut mark that lets the viewer look into the card like a window into the community.


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The brand is carried throughout the rest of the invitation from the inside of the envelope to the photograph that is also included.

These become especially important to the rebrand as they allow the receiver to view actual pictures from within the crossroads


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as well as an RSVP postcard that the community member is asked to return.

These allow the crossroads resident to keep a bit of your community and invite them to remember the energetic neighborhood they are a part of.


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The letterhead is a prime example of the energetic and unexpected 45 degree angle of the brand mark and is set with the organization information at the top of

the document.


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As an object given from person to person, the card remains intimate through the empty space that


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supplies the name of the owner and leave space for choice contact information.


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The triangle allows the card to stand on its own, propped up on a desk or table, and is complimented with a lively pattern on the back side.

This reinforces the idea of a close knit community through the personal interaction and keeps the lively essence of the brand.


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Another card gives minimal information and incorporates the logomark.

This shows the fun nature of the brand by extending the brand mark on both sides of the card.

This option is cost effective and does not require special angled cuts.


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The Crossroads association also supports local businesses that will be sent a number of documents that must maintain the same enthusiasm as the rest of the

materials despite their legal objective.


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Although in black and white, the checks reference the angle of mark and include a slight but energetic pattern in the background.


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The crossroads is responsible for the care of their own community.

The brand orange vehicle could be found at events like First Fridays where security for attendees is ideal.


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the vehicle will reference the expressive quality of the brand through the bright, recognizable orange with the name on the back.


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Because the brand extends to all ends of the crossroads. This makes environmental identifiers an important aspect of the brand to let the visitor or resident

know exactly when they have reached the district.

This one utilizes the brand mark to mark the boundaries of the crossroads.


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5"

5"

Street signs will reference the mark by outlining each letter with a directional.


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In addition to the environmental identifiers, graphic elements from the pattern within the brand could be placed on many of the older buildings found within

the crossroads to show that they are a part of the community.


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Wearing one of these lets others see that you are proud of the community you are a part of and what it represents; an energetic, self expressive, community.


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Residents of the crossroads will receive special community item like coffee cups that they can use at home or to refill at their favorite coffee place like Mildreds

or YJs.


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A connection between residents occurs through the website that leads the user to galleries, events and activities. This home screen invites in the user or new

resident to the neighborhood and carries a variation of the brand colors.


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Here, users can get involved with events and news on what is happening within the crossroads where they can also view articles or facts about the community.


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When one doesnt have computer with them. They can access quick information through the crossroads iphone application.

First, the app introduces the community and then gives the user a chance to view a listing of art galleries, restaurants, shops and local businesses.

Then, the application take the user to a friendly map for a quick way to reach their desired destination


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While attending events, residents can make use of


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notepads where they can write down quick notes or small annotations like


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a favorite artist at a gallery or a reminder to visit a certain restaurant again.


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Using the brand guidelines will build pride and ownership over the neighborhood that the expressive residents are all able to call home.

PHASE 3

Thoughts?


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and identify a [click] self expressive [click] Energetic [click] community.

PHASE 3

Thoughts?


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Self-Expression


PHASE 3

Thoughts?


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Self-Expression

Energetic


PHASE 3

Thoughts?


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Self-Expression

Energetic

Community



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Thanks! :)

[bethany] phase 4

Documents