EXISTING BRAND

Crossroads Community Association

The Crossroads is a small district made up of boutique shops, local restaurants, businesses, studios and art galleries, lofts and apartments.

EXISTING BRAND EXISTING BRAND

1

[click] This neighborhoods population is primarily Hispanic with Caucasian and African-Americans as less than half of the residents. [click] The average age of a crossroads resident is, exactly, 29 and a half years old [click] with a median household income at $8,246 The Crossroads sits between Union Station and the Missouri River and was formed after the rst railroad bridge was built crossing the Missouri River in 1869.

17%

1% 1%

19% 62% 1%

Hispanic White Other

African Indian African American White Indian

EXISTING BRAND EXISTING BRAND

1

[click] This neighborhoods population is primarily Hispanic with Caucasian and African-Americans as less than half of the residents. [click] The average age of a crossroads resident is, exactly, 29 and a half years old [click] with a median household income at $8,246 The Crossroads sits between Union Station and the Missouri River and was formed after the rst railroad bridge was built crossing the Missouri River in 1869.

17%

1% 1%

19% 62% 1%

Hispanic White Other

African Indian African American White Indian

29.5

EXISTING BRAND EXISTING BRAND

1

[click] This neighborhoods population is primarily Hispanic with Caucasian and African-Americans as less than half of the residents. [click] The average age of a crossroads resident is, exactly, 29 and a half years old [click] with a median household income at $8,246 The Crossroads sits between Union Station and the Missouri River and was formed after the rst railroad bridge was built crossing the Missouri River in 1869.

17%

1% 1%

19% 62% 1%

Hispanic White Other

African Indian African American White Indian

29.5

[click] This neighborhoods population is primarily Hispanic with Caucasian and African-Americans as less than half of the residents. [click] The average age of a crossroads resident is, exactly, 29 and a half years old [click] with a median household income at $8,246 The Crossroads sits between Union Station and the Missouri River and was formed after the rst railroad bridge was built crossing the Missouri River in 1869.

$8,246
EXISTING BRAND EXISTING BRAND
1

EXISTING BRAND

Vision
The Crossroads offers diverse venues and community festivities that facilitate collaboration of the arts within the community. Anytime is a good time to visit the Crossroads...

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.

EXISTING BRAND

A vibrant and diverse community that welcomes all walks of life and all forms of artistic expression.

Brand Essence

The association has branded themselves as a place that 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.

EXISTING BRAND

Brand Elements

The logo serves as a reminder of the districts history with the two railroads crossing over the streets. This logo is used to welcome visitors into the community and also gives directional information about businesses or landmarks.

EXISTING BRAND
5

The area is marked with street signs [click] However, these signs are used to mark different districts, all over Kansas City. [click] Other than the logo, there is nothing that visually dignies this district over others like Westport or the plaza.

EXISTING BRAND
5

The area is marked with street signs [click] However, these signs are used to mark different districts, all over Kansas City. [click] Other than the logo, there is nothing that visually dignies this district over others like Westport or the plaza.

EXISTING BRAND
5

The area is marked with street signs [click] However, these signs are used to mark different districts, all over Kansas City. [click] Other than the logo, there is nothing that visually dignies this district over others like Westport or the plaza.

EXISTING BRAND
6

Other elements include an iphone application that leads the user to galleries and events and uses. There is also a Crossroads kids club that is associated with the community and carries a variation of the brand colors, without the logo

EXISTING BRAND
7

Their brand is also carried out on the web. (Notice their primary navigation as art, dining, entertainment, and retail which are the primary elements this district has to offer!)

EXISTING BRAND

Creative, Unique, Community

Brand Attributes

The current brand could be described as a creative and unique community.

adjective 1. Having the quality or power of creating. 2. Resulting from originality of thought, expression, etc.;imaginative: creative writing. 3. Originative; productive 4. Facetious. Using or creating exaggerated or skewed data,information, etc.
EXISTING BRAND
9

Creative

Host to the Kansas City Ballet, countless studios, galleries and musical performances, the Crossroads is creative.

adjective 1. Existing as the only one or as the sole example; single 2. Having no like or equal; unparalleled; incomparable 3. Limited in occurrence to a given class, situation, or area 4. Limited to a single outcome or result; without alternative possibilities 5. Not typical; unusual
EXISTING BRAND

Unique

10

It welcomes some of the most unique shows and people. They want to encourage everyone to be an individual.

noun 1. A social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage. 2. A locality inhabited by such a group. 3. A social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists. 4. A group of associated nations sharing common interests or a common heritage.
EXISTING BRAND

Community

11

As in the name, the Crossroads current brand emphasizes community as a place where a group shares the common interest of the arts.

EXISTING BRAND

Target Audience
Neighborhood residents, business owners, artists, gallery owners, non-profits, musicians, architects, designers, chefs, and entrepreneurs

12

The target audience includes residents, small and large business owners, musicians, chefs and an assortment of creatives.

My life runs on schedule. My job at Lanthrop & Gage keeps me busy and happy. I really enjoy the atmosphere of the crossroads but I usually escape to the plaza on First Fridays.
EXISTING BRAND
13

Judy Merman
This is Judy. She is a 38 year old lawyer that has never been married and has no children. She really loves keeping busy with her job which is a short drive from her apartment in the Crossroads.

Yeah, the Crossroads is a great place to live. I am right down the street from my job at 360 Architecture and, although I am not really into it, I really enjoy the artistic environment. My wife and I really enjoy our spacious loft and extra amenities.

EXISTING BRAND
14

Tom Nelson
50 year old, Tom, works as a principle architect at 360 Architecture. After his 3 children left their family house in Brookside, Tom and his wife decided to buy a large loft in the Crossroads. He really enjoys being able to walk to work...it makes him feel young.

Ive lived here for awhile now and feel like my business, a small gallery, has really thrived in the past couple of years. Its great to see the district filled with excitement. That definitely breeds enthusiasm to the artwork that I like to show.

EXISTING BRAND
15

Lisa Denzell
Lisa has owned a small gallery for the past ten years. She is 55 and has lived in a spacious apartment with her dog in the Crossroads for twelve. She enjoys living close to some of the artists she shows in her gallery.

EXISTING BRAND

Competition
Global, National, Local

16

Kansas city has a developing artistic community that competes with others such as san Francisco, Seoul, and St. Louis as well as local community competition like Westport.

Midtown
St. Louis

In St. Louis, the Midtown alley targets the biking community. There brand is seen on posters in the district as well as advertising online.

Old City District

Philadelphia

The old city district identity in Philadelphia covers travel, dining and entertainment (much like the Crossroads) and extends from appearing in both print, web and environmental graphics.

798 Arts District

Beijing

Beijing hosts the 798 Arts District. This brand uses red supergraphics to let the visitor or resident know exactly where they are.

RE-BRAND
The Crossroads

My re-brand proposal will include changing the name from the Crossroads Community Association to one that encompasses the district as a whole.

RE-BRAND

Objective
To appeal to a younger and more diverse community that visually embodies the community as it develops.

In that, my mission is to appeal to a younger more diverse neighborhood that visually embodies the community as it develops into an outstanding arts district.

RE-BRAND

Vision
The Crossroads offers diverse venues and community festivities that facilitate collaboration of the arts within the community. Anytime is a good time to visit the Crossroads...

The vision of the re-brand has primarily the same focus: To be open and friendly to everyone and provide a relaxing and fun home to those who love to create and have a great time interacting with others that do.

RE-BRAND

Brand Essence
A vibrant and diverse community that welcomes all walks of life and all forms of artistic expression.

The essence of the brand will be welcoming to anyone who appreciates artistic expression.

RE-BRAND

Brand Attributes
Expressive, Eclectic, Neighborhood

My re-brand attributes shift only slightly compared to the intended purpose and can be described as expressive and eclectic neighborhood.

adjective 1. Full of expression; meaningful: an expressive shrug. 2. Serving to express; indicative of power to express. 3. Of, pertaining to, or concerned with expression 4. Sociology. (of a crowd or group) engaging in non-purposeful activity of an expressive and often rhythmic nature, as weeping, dancing, or shouting.
RE-BRAND

Creative

Shifting creative to expressive, the Crossroads itself will encourage not only artistic, but also non-conventional methods of expression.

adjective 1. Full of expression; meaningful: an expressive shrug. 2. Serving to express; indicative of power to express. 3. Of, pertaining to, or concerned with expression 4. Sociology. (of a crowd or group) engaging in non-purposeful activity of an expressive and often rhythmic nature, as weeping, dancing, or shouting.
RE-BRAND

Creative

Shifting creative to expressive, the Crossroads itself will encourage not only artistic, but also non-conventional methods of expression.

adjective 1. Full of expression; meaningful: an expressive shrug. 2. Serving to express; indicative of power to express. 3. Of, pertaining to, or concerned with expression 4. Sociology. (of a crowd or group) engaging in non-purposeful activity of an expressive and often rhythmic nature, as weeping, dancing, or shouting.
RE-BRAND

Creative

Expressive

Shifting creative to expressive, the Crossroads itself will encourage not only artistic, but also non-conventional methods of expression.

adjective 1. Selecting or choosing from various sources. 2. Made up of what is selected from different sources. 3. Not following any one system, as of philosophy, medicine,etc., but selecting and using what are considered the best elements of all systems. 4. Noting or pertaining to works of architecture, decoration,landscaping, etc.
RE-BRAND

Unique

It wont just be unique, but will attempt to break outside of itself and embrace the power in being an individual.

adjective 1. Selecting or choosing from various sources. 2. Made up of what is selected from different sources. 3. Not following any one system, as of philosophy, medicine,etc., but selecting and using what are considered the best elements of all systems. 4. Noting or pertaining to works of architecture, decoration,landscaping, etc.
RE-BRAND

Unique

It wont just be unique, but will attempt to break outside of itself and embrace the power in being an individual.

adjective 1. Selecting or choosing from various sources. 2. Made up of what is selected from different sources. 3. Not following any one system, as of philosophy, medicine,etc., but selecting and using what are considered the best elements of all systems. 4. Noting or pertaining to works of architecture, decoration,landscaping, etc.
RE-BRAND

Unique

Eclectic

It wont just be unique, but will attempt to break outside of itself and embrace the power in being an individual.

noun 1. The area or region around or near some place or thing; vicinity 2. A district or locality, often with reference to its character or inhabitants: a fashionable neighborhood; to move to a nicer neighborhood. 3. A number of persons living near one another or in a particular locality. 4. Neighborly feeling or conduct. 5. Nearness; proximity: to sense the neighborhood of trouble.
RE-BRAND

Community

In addition to that, the transition from being a community to neighborhood invites new residents and businesses into the Crossroads and prepares them for a friendly, inhabitable environment that is not at all exclusive or elite.

noun 1. The area or region around or near some place or thing; vicinity 2. A district or locality, often with reference to its character or inhabitants: a fashionable neighborhood; to move to a nicer neighborhood. 3. A number of persons living near one another or in a particular locality. 4. Neighborly feeling or conduct. 5. Nearness; proximity: to sense the neighborhood of trouble.
RE-BRAND

Community

In addition to that, the transition from being a community to neighborhood invites new residents and businesses into the Crossroads and prepares them for a friendly, inhabitable environment that is not at all exclusive or elite.

noun 1. The area or region around or near some place or thing; vicinity 2. A district or locality, often with reference to its character or inhabitants: a fashionable neighborhood; to move to a nicer neighborhood. 3. A number of persons living near one another or in a particular locality. 4. Neighborly feeling or conduct. 5. Nearness; proximity: to sense the neighborhood of trouble.
RE-BRAND

Community

Neighborhood

In addition to that, the transition from being a community to neighborhood invites new residents and businesses into the Crossroads and prepares them for a friendly, inhabitable environment that is not at all exclusive or elite.

29.5
RE-BRAND
9

Target Audience
Neighborhood residents, business owners, artists, gallery owners, non-profits, musicians, architects, designers, chefs, and entrepreneurs

Although the occupation or purpose of the target audience remains the same, the re-brand focus is to appeal to a younger audience which would change that average of 29 and a half years old and invite fresh faces into the district with new ideas and allow the community to grow and develop.

I moved down here a couple years after I graduated from Iowa State to be close to my job at Barkley. Everything is really accessible and friendly and I love something.

RE-BRAND
12

Robert Penn
After graduating from Iowa State University two years ago, Robert moved to the Crossroads district after being hired as a graphic designer at Barkley. To him, the living in the Crossroads is the perfect combination of work and fun.

I dabble in photography, but music is really my passion. A few issues came up during my senior year of college so I ended up working a job at Lulus to get by and I have been there for the past couple of years. I really enjoy the neighborhood and all my friends live close. Its great.

RE-BRAND
10

Jill Swazsky
Jill is 24. Her job at Lulus allows her to get by as she raises her 3 year-old son, Jacob. Living in the Crossroads has been a great opportunity for her to stay in touch with her friends and has encouraged her to pursue her passion for music.

In my spare time I like to fix up old bikes and try to sell them to some of the kids that ride around here. I dont get to see my own children very much so it fills the gap (my ex didnt really get art). I have a exhibit up at the Something Gallery. Come by if you get the chance.

RE-BRAND
11

Lewis Mattson
Although his birth certicate tells Lewis he is 43, he still feels like he is only 18. He works at the small bike shop near Grinders during the day and throws on the wheel in his studio during the evening.

RE-BRAND

Brand Elements
Survey of surrounding venues

As a diverse and developing community, it could be easy to overlook all of the different clues already found within the community that target the same, young audience. Here are some examples of existing businesses that appeal to the intended target. Performances, coffee houses, bars, and studio spaces.

RE-BRAND

Color
For the re-brand, I am inspired by warm and vibrant colors that signify the essence of the Crossroads.

13

RE-BRAND

Design

14

Thinking of how the system will work as a whole, these examples are engaging, serve a purpose and could inspire some design element possibilities.

RE-BRAND

Rendering

15

As a district of Kansas City, the creation of a map is an important part of the re-brand. The rendering methods should also affect and inform the design of the brand.

RE-BRAND

Photography

16

The re-brand imagery should capture the target audience where they are at. Photography that includes fading and ltering is both recognizable and gives a hip, urban feel.

RE-BRAND

Environment
Also, the re-brand will utilize environmental graphics within the Crossroads.

17

RE-BRAND
18

Although this rendering will be constructed in a different method, the brand will still be recognized by using similar rendering method as its print or web counterpart.

The Crossroads
RE-BRAND
Starts Now!

Again, my objective is to appeal to a younger and more diverse community that visually embodies the community as it develops. To appeal to a younger and more diverse community that visually embodies the community as it develops.

The Crossroads =
RE-BRAND
Starts Now!

Again, my objective is to appeal to a younger and more diverse community that visually embodies the community as it develops. To appeal to a younger and more diverse community that visually embodies the community as it develops.

The Crossroads =
Expressive
RE-BRAND
Starts Now!

Again, my objective is to appeal to a younger and more diverse community that visually embodies the community as it develops. To appeal to a younger and more diverse community that visually embodies the community as it develops.

The Crossroads =
Expressive, Eclectic
RE-BRAND
Starts Now!

Again, my objective is to appeal to a younger and more diverse community that visually embodies the community as it develops. To appeal to a younger and more diverse community that visually embodies the community as it develops.

The Crossroads =
Expressive, Eclectic, Neighborhood
RE-BRAND
Starts Now!

Again, my objective is to appeal to a younger and more diverse community that visually embodies the community as it develops. To appeal to a younger and more diverse community that visually embodies the community as it develops.