Client: Hillside at Peaselburg
Tasks: Brand Creation
Peaselburg is a historic Covington neighborhood with vistas of the Cincinnati river valley and skyline. However, over the years, the community has lost its safe, cohesive feel. Hillside at Peaselburg, a new community development project, aspires to revive the neighborhood for generations to come. To help bring their plan to life, our design team created a brand position and identity toolkit.
To attract prospective residents but retain the current core of the community, the brand identity needed to highlight the new, exciting vision while honoring the neighborhood’s rich history. Although many modern upgrades and improvements were planned, the revitalization was not about replacing the past, but about beginning a new chapter of a continuing story. The development team also wanted the identity to tie in with their current logo (top left corner). The logo features three trees on a hill, each representing the past, present, and future. In addition to the concept behind the logo, the area’s natural landscape and topography as well as diverse community that calls the neighborhood home served as the main inspiration for the brand’s direction.
The brand’s main visual is the Core Graphic, which pays homage to the area’s hillside landscape as well as the evolving story of Peaselburg. Inspired by the “ring” growth pattern of trees, which build upon a core, and topographic maps, which use layering to indicate new heights, the linear graphic symbolizes a community that encourages individuals to interconnect and grow together.
The brand essentials guide provides detailed specifications for brand elements such as color, type, and photography choice, but also summarizes the brand’s overall inspiration and position. This helps ensure consistency and proper execution of the brand into the future.
In execution, the Core Graphic may be used in its entirety or as individual cores. When used in its entirety, it is typically a background element at a thinner line weight. When an individual core is used, it is typically to establish a focal point.