Their old website had become outdated and was not a resource for the community. They came to P’unk Ave looking for help in repositioning themselves and to emphasize the vibrant and proud community of Roxborough.
Engage with stakeholders and community members to create buy-in for the change.
Create a brand that is an authentic representation of the neighborhood, giving a sense of what they are, and what they can be.
Create a website that will serve as “all things Roxborough” for the entire community.
Harness the strength of the neighborhood and leverage that to support the re-emerging business district on Ridge Avenue.
We interviewed members and board members of the Roxborough Development Corporation, local business owners, members of the civic association, and residents to get an understanding of what makes Roxborough Roxborough.
After our interviews, we took to the field to get a walking tour of Roxborough, a historically rich and eye opening experience that helped deepen our research.
We conducted a workshop for stakeholders to further explore and test our research. We gathered in Roxborough with roughly 20 community members and worked through the needs for the brand and website.
Our mission in branding Roxborough was to first uncover their unique promise. What does Roxborough offer that other neighborhoods don’t? We approached this branding by digging into our research and rigorously attempting to answer that question.
We set out to design a site that served the whole community, not just a subsect. It was most important to create a site that would serve as the front door to the community and promote all the neighborhood has to offer.
Roxborough was aware of who they were, but less clear on how to communicate it. We were able to offer a perspective with a sense of clarity that helped cut through to the core of who they are.
We were searching for the connective thread that ran through all of the unique things we heard from community members about what makes Roxborough special. We were able to create a brand that resonated with stakeholders and diverse community members alike.
One of the biggest pains in the everyday workflow of the RDC was their inability to update their website with ease. By giving them a space to easily publish their content, they are enabled to focus on their mission and not the woes of technology.
Through our research and engagement, we were able to deliver Roxborough a brand that is meaningful and serves its community.