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Re-imaging a community icon

Last winter, Building Bridges came to Fjord and asked for help in developing a new brand position and identity for their program. This identity needs to both embodie their mission and encourage new revenue so they can continue supporting the families and individuals in the 7th and 8th ward of DC.

The Problem: Building Bridges Across the River’s brand was outdated and didn’t reflect both the quality of its program and the professionalism of its volunteers.

The Opportunity: The 7th and 8th ward of Washington is one of a kind in their people, their history, and their ability to endure growing gentrification.

The Solution: To create a brand message built and logo inspired from the most powerful quality of Anacostia; the strength of its community.

  • Client
    • Building Bridges
  • My Role
    • Brand Audit + Research
    • Brand Strategy + Positioning
    • Visual Brand Identity
Image of the BBAR logo

Learning from the community

Over six months, our team held workshops, interviewed staff and volunteers, and visited the 7th and 8th in order to gain a better understanding of the issues impacting Anacostia. In our research we starting to understand the cultural significance and close-knit community of Anacostia.

Image of a user journey the follows the career path of an employee.

Building a brand OS on the strength of a community

During our research we were amazed by how close-knit the community of Anacostia was. There's a resilence and a pride there that feeds into what Building Bridges is all about; bring community together to make meaningful change.

During our research we were amazed by how close-knit the community of Anacostia was. There's a resilence and a pride there that feeds into what Building Bridges is all about; bring community together to make meaningful change.

Image of a user journey the follows the career path of an employee.

A new, community-centered brand identity

We wanted to create a identity for the Building Bridges organization that was visual powerful but, when featured next to their child organizations, didn't steal their thunder.

We decided to focus on a text heavy logo supported with a simple icon of a bridge being built. We tied it all together by bringing in the primary colors of their child organizations into the brand identity.

Image of a user journey the follows the career path of an employee.

A home base for all their organization

We wanted the Building Brdiges site to act as the organization does; a main hub for the community and individual programs they have that serves them.

The site is designed to be the main publisher of both community events and program news. It'll feature information on Building Bridges as well as program specific articles and updates. It'll also include a calendar that will act as a digital bulletin board; constantly updaitng with new events and plays.

With these updates we hope to make the site a valuable tool to know what is happening at Building Bridges as well as the larger community.

Image of a user journey the follows the career path of an employee.
Image of a user journey the follows the career path of an employee.
Image of a user journey the follows the career path of an employee.