Reinventing an iconic organization for a new era
In the 1970s, the Bushwick neighborhood was a far cry from the vibrant, diverse and thriving corner of Brooklyn that it is today. Entire blocks lay abandoned, buildings burned, and many people believed the community would never rebound. But a group of local residents refused to give up on Bushwick. To protect their most vulnerable neighbors, they founded the Ridgewood Bushwick Senior Citizens Council and began the long journey of community rebuilding. 40 years later, “Ridgewood-Bushwick” had expanded beyond seniors to encompass affordable housing, rehabilitation, home meals, youth programs and more. Its horizons were expanding but the name and story were locked in the past.
The Ridgewood-Bushwick team asked BBMG to help re-imagine the brand, rename the organization and share its success story with the world. Our work led to a bolder brand name and story that honors the organization’s 40-year legacy and positions it for the next 40 years: RiseBoro Community Partnership.
The new brand message, image and experience fueled a 35 percent increase in applicants for employment opportunities, unprecedented online donations and social media engagement that beat industry benchmarks.
- Research & Insights
- Brand Architecture
- Tone, Voice & Messaging
- Brand identity & guidelines
- Copy & Art Direction
- Brand asset design