Seeking to reinvent the troubled North Minneapolis neighborhood as a growing and vibrant community, the West Broadway Business Coalition contacted IMAGEHAUS for help.
Faced with the challenge of years of bad press and a focus on negative events, we saw an opportunity to help revitalize an up and coming neighborhood. Hungry for change and sharing their side of the story, the West Broadway Business Coalition needed to put their best foot forward.
That’s where we came in.
As North Minneapolis is a historic location, we first researched the area and its past. We found a storied history of success and decline, stability and turmoil, but above all a sense of pride.
While changing external opinions were very important, we focused first on developing a brand of which locals could be proud of. We believe a brand is activated best by those that live it, and that no one knew themselves better than the residents of North Minneapolis.
We provided a visual branding set with a tribal mindset. The logo and associated items could be used as identifying items such as bumper stickers, shirts, and neighborhood rally points. Through these considerations, we provided the residents and businesses of North Minneapolis a point of pride in which to come together.