Aurora St. Anthony Neighborhood Development Corporation
St. Paul, Minnesota
Branded Campaign Design
The Protagonist
Aurora St. Anthony Neighborhood Development Corporation (ASANDC) is a non-profit, community-based organization that holds the mission to empower, stabilize and revitalize the Rondo community by improving the economic and social well-being of the people they serve. They work in tandem with families, residents, local businesses, government agencies, and other organizations to create positive change within multiple St. Paul communities. ASANDC plays a vital role in advocating for the needs of their people by implementing initiatives that promote socioeconomic health with a focus on home ownership, neighborhood development, start-up workshops and funding, social justice education and community wellness.
The Story
The Reclaim Rondo initiative is a community-led effort to heal, restore and preserve the historical neighborhood of Rondo. This once vibrant community was largely destroyed in the late 1950s due to the construction of I-94, which divided the neighborhood and displaced thousands of residents, resulting in economic turmoil. ASANDC’s Reclaim Rondo initiative seeks to address the historical injustices faced by the Rondo community and reclaim the neighborhood’s cultural heritage. The Reclaim Rondo campaign aims to promote economic development, affordable housing, and community empowerment while honoring the memory of the neighborhood’s past.
The Process
We collaborated with ASANDC on a comprehensive project to develop branding for the Reclaim Rondo campaign and designed associated materials for community outreach and donor engagement. We delved into the rich history of Rondo through extensive research to decipher the context of campaign’s direction and partnered with ASANDC’s Executive Director to better deliver a cohesive brand identity that encapsulated the essence of this initiative.
The Results
Upon assessment, we found that ASANDC needed more adaptability and uniformity within their branding. By refreshing their logo to include style variations and incorporating their existing palette across campaign materials, we succeeded in solidifying the coherence of this campaign. The completed branding and collateral invites residents to participate in reclaiming Rondo’s heritage, a call that connects with donors, stakeholders, community leaders and activists alike. The branded campaign is informative, embracing, and sparks interest.
The message is clear: Their support weighs significance in securing Rondo’s future. The results of this project acted as a powerful tool in pivotal community collaboration and backing its financial success.
