SLC RDA Central Ninth
Industry
Government
Services
Branding
Public Outreach
Community Engagement
Graphic Design
Signage
Street Banners
Traditional Media
A Brand Built with the Community: Listening First to Lead with Authenticity
Our approach to developing the new brand for the Central Ninth District was deeply rooted in community collaboration and research. Partnering with the Salt Lake City Redevelopment Agency, we launched an extensive outreach campaign that included surveys, charettes, and one-on-one engagement with residents and business owners. These efforts allowed us to gather meaningful insights into how the community views itself and how it hopes to be perceived by the broader public. The process ensured that the brand would be a true reflection of the district’s identity—grounded in authenticity, shaped by local voices, and aligned with long-term community goals.
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Capturing Character: Messaging and Identity that Reflect a District’s Soul
The initial phase of the project focused on establishing a name and messaging framework that captured the neighborhood’s unique energy, diversity, and history. With the community’s input, we developed a messaging platform that felt natural and deeply representative of Central Ninth’s personality. This foundation gave way to a visual and verbal identity that is both powerful and timeless, speaking to the area’s roots while positioning it as an emerging hub for innovation, creativity, and inclusive growth. The feedback we received was instrumental in ensuring that every element of the brand felt genuinely connected to the people it represents.
From Vision to Visibility: Rolling Out a Brand That Builds Pride and Place
Building on that foundation, we implemented a comprehensive rollout that included community banners, posters, branded mailers, concrete street markers, and a well-attended open house and brand launch event. Each of these brand touchpoints was thoughtfully designed to reinforce community pride and strengthen awareness of the district’s new identity. At BWP, Place Branding is one of our core specialties, and we remain a leader in this field by creating place-based identities that are strategic, engaging, and deeply rooted in the spirit of the communities we serve. The Central Ninth brand is a prime example of our belief that the best brands are built with communities—not just for them.
Capturing Character: Messaging and Identity that Reflect a District’s Soul
The initial phase of the project focused on establishing a name and messaging framework that captured the neighborhood’s unique energy, diversity, and history. With the community’s input, we developed a messaging platform that felt natural and deeply representative of Central Ninth’s personality. This foundation gave way to a visual and verbal identity that is both powerful and timeless, speaking to the area’s roots while positioning it as an emerging hub for innovation, creativity, and inclusive growth. The feedback we received was instrumental in ensuring that every element of the brand felt genuinely connected to the people it represents.
From Vision to Visibility: Rolling Out a Brand That Builds Pride and Place
Building on that foundation, we implemented a comprehensive rollout that included community banners, posters, branded mailers, concrete street markers, and a well-attended open house and brand launch event. Each of these brand touchpoints was thoughtfully designed to reinforce community pride and strengthen awareness of the district’s new identity. At BWP, Place Branding is one of our core specialties, and we remain a leader in this field by creating place-based identities that are strategic, engaging, and deeply rooted in the spirit of the communities we serve. The Central Ninth brand is a prime example of our belief that the best brands are built with communities—not just for them.
