Take Me to the River

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Philadelphia is bordered by two rivers, both with the potential to enhance citizens quality of life. Through an extensive civic engagement process backed by the mayor, 15 neighborhood associations developed a long-term vision for a 7-mile stretch of waterfront along the Central Delaware River. Their final plan included beautiful greenways, commercial development and an extension of the city grid. After the design process, the 15 neighborhood associations formed their own non-profit organization to be advocates and overseers of the riverfront's development. The challenge was to brand this group as one entity, Central Delaware Advocacy Group.
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July 15, 2009
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The three core concepts to communicate in the logo were: getting to the river (connecting the city and people); generating excitement with the public and responsible developers; and making the waterfront a world-class destination. The brand needed to resonate with all Philadelphians, be fresh, and be enduring.

 
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The class created an identity that incorporated different building types in the various neighborhoods in Philadelphia to illustrate the diversity of the communities, while at the same time situating them as a group on the river, with the flow of Delaware bringing the communities to the riverfront.