The MWCDC has retained the services of FSC Marketing + Digital to aid the organization in creating a new branding strategy and corporate identity to enhance and update its existing theme of cooperation and transformation.
The year-long process culminated in a new community message, logo, website and all marketing pieces including a new business suite, social media design and brochures.
"The logo color scheme instills a sense of trustworthiness, honesty, inclusiveness and creates a business-like feel to our non-profit," says Chris Beichner, executive director of the community development corporation. "The "m" and "w" is an acronym stacked on top of each other creating negative space with a slanted line representing our endearing topography, McArdle Roadway and our historic inclines. The lower case letters depict a soft, rolling feeling of our hills and valleys that make up our neighborhood."
The new website imitates the new look to the organization with enhanced navigation, a calendar of events, embedded social media feeds and the future ability for donations to be accepted on the website.
The community message is Together We Can: Inspire. Nurture. Transform.
"We know this is a team effort. Together as a community, we know we can inspire, nurture and transform the neighborhood into achieving our vision of being the number one neighborhood for residents, businesses and visitors in Pittsburgh," says Mr. Beichner. "As an organization, we have and always will strive to involve and be inclusive with the community. We are an organization who wants to transform and develop the neighborhood in a transparent and responsible way."
The organization new branding strategy is the result of a five year transition that had previously included considerable staff and board turnover in 2007 and 2008 and much conflict within the community. The new direction that has been adopted by the organization has resulted in positive movement in partners, programs and development. The new brand is a final piece of this initial transition phase.