City of New York— Community Board 12 Manhattan
Crafting a bold new identity for Manhattan's Community Board 12 to strengthen its community impact.
Project Overview
Scope: Rebrand & Brand Activation
Team: Kat Araujo, Bryan Kastelan, & Kimberly Tran
Engagement: Full Noon
Community Board 12 Manhattan (CB12M) represents over 250,000 residents in Washington Heights and Inwood, advocating for their needs in land use, zoning, budgets, and public welfare.
Recognizing the need for a brand that truly reflects its significance and connects with the community, CB12M partnered with Afternoon Culture for a full brand transformation.
After engaging with constituents and interviewing board members, we developed a strategic identity system that included new brand marks, typography, and a vibrant color palette, all designed to capture the dynamic energy of uptown Manhattan. We also created brand collateral, including presentations, ads, letterhead, and newsletter templates, to ensure the new identity was seamlessly integrated across all touchpoints.
The rebrand and subsequent launch increased public awareness, providing CB12M with a professional, engaging, and forward-thinking identity that enhances its connection with the community.
This project was especially meaningful for us, as Afternoon Culture was founded in Washington Heights, giving us deep ties to the neighborhood and a personal investment in seeing its continued growth and vibrancy.
