For Boondock Walker the ideal situation is to develop a brand strategy from point zero. Start with nothing. And that’s sort of what happened with NewBridge Cleveland Center for Arts & Technology, created to establish a dual vocation and education center in the heart of Cleveland. When Boondock Walker became engaged, the center didn’t have a brand. No information materials. It didn’t even have a name. But it did have a focus: provide career training for displaced and disadvantaged workers, and use the arts to motivate under-served urban youth to stay in school and pursue higher education.
We knew the name needed to inspire, motivate, and evoke a sense of value and benefit to those who engage with it. Extensive research and discovery led to a presentation of 119 names and 22 taglines. The resulting name is not only a nod to the beautiful urban elements of our city, but also reflects the center’s mission of connecting people to their potential. From the name flowed a two-part symbol, tagline, color palette, dynamic visual style, and a mosaic grid system, which found its way into print collateral, a website, even the design elements of the space itself.
We developed the NewBridge website to not only introduce the brand to the community, but also act as a tool for funders (to make donations), for potential students and instructors (to exchange information), and for students (to highlight their work). We’re pleased to have been part of the development of the NewBridge brand model, and are thrilled that it will be used as a platform for similar centers across the country.