Crossroads Brand Book

Crossroads by Bethany Ediger | Make Your Own Book

Rebrand: Process [a]

Rebrand Phase 2

The Crossroads is home to an energetic community that values self-expression. Each of the three directions for the rebrand attempts to bring these characteristics into a system that can be used to identify the neighborhood. This targets new visitors to the area as well as establishing a firm sense of community and pride among the current business owners and residents. I have kept the name "Crossroads" in all three directions and added "Crossroads District" to the second system.

[Bethany] Phase 2

(I tried other methods of altering the typeface but I did not feel like they were as strong as the other options I put into my presentation)

[Bethany] Phase 1

The Crossroads Community Association Re-brand

The Crossroads Community Association attempts to welcome all walks of life through their brand of the district. However, their current brand targets an older, professional audience. Younger individuals are less likely to choose the Crossroads as a place to live and work if they were not previously involved in the area. As a whole, the district is a creative, unique community, but needs to shift their direction and visually set them apart in order to attract a younger audience. My re-brand will attempt to give distinction to the Crossroads as they are compared with other communities in Kansas City, such as Brookside, the Plaza and Westport, as well as international arts districts. The Crossroad’s re-brand will encourage new faces that contribute and celebrate artistic expression to become involved in the community and develop the community as they make it their own.

[Bethany] Phase 1

Notes from Reading

1. Conducting Research
   Clarify vision, strategies, goals and values
   Research stakeholder's needs and perceptions
   Conduct marketing, competitive, technology, legal and language
   Interview key management
   Evaluate existing brands and brand architecture
   Present audit readout
   
   This includes qualitative (gathering perspectives through interviews, focus groups, ethnography, mystery shopping) and quantitative research (online surveys, usability testing, product testing, eye tracking, segmentation, equity tracking, syndicated data and market structure)
   
   Identify:
   Mission
   Vision
   Value statement
   Value proposition
   Organizational chart
   Strategic planning documents
   Business plans
   Marketing plans
   Annual reports
   Existing marketing research
   Cultural assessments
   Employee surveys
   CEO speeches
   Press releases
   News clippings
   History
   Domains
   Intranet access
   
   //
2. Clarifying Strategy
   Synthesize learnings
   Clarify brand strategy
   Develop a positioning platform
   Co-create brand attributes
   Write a brand brief
   Achieve agreement
   Create a naming strategy
   Develop key messages
   Write a creative brief
3. Designing Identity
   Visualize the future
   Brainstorm big idea
   Design brand identity
   Explore applications
   Finalize brand design architecture
   Present visual strategy
   Achieve agreement
4. Creating Touchpoints
   Finalize idenity design
   Develop look and feel
   Initiate trademark protection
   Prioritize and design applicaions
   Design program
   Apply brand architecture
5. Managing Assets
   Build synergy around the new brand
   Develop launch strategy and plan
   Launch internally first
   Launch externally
   Develop standards and guidelines
   Nurture brand champions

Rebrand: Possibilities

The Kansas City Ballet


Mudpie Vegan Bakery and Coffeehouse

Crossroads KC

The Webster House