Brand Refresh: Diversity Richmond

Bringing multiple entities into a single brand can require considerable effort, not the least of which is finding and agreeing upon a new look and feel. For Diversity Richmond, we proposed a refresh strategy that would include not just two merged entities, but two additional programs underneath one refreshed umbrella.

Diversity Richmond, Diversity Thrift, Iridian Gallery, and VA Pride wanted to consolidate their strengths and resources into a single brand and explore impactful ways to share the new look and generate excitement with their board members.

We delivered creative concepts for a refreshed logo, color palette, and a visual identity system. For the mark, we delivered a distinctive, memorable, and cost-effective solution, one easily reproduced in applications ranging from online sites, apparel, and social media. Additionally, we identified opportunities to update nomenclature, messaging platforms, program materials and experiences for alignment with the new brand platform. To raise awareness, we also delivered a “hype video” to highlight the benefits of merging the four brands into one.

In addition to the deliverables, we identified opportunities to update nomenclature, messaging platforms, program materials and experiences for alignment with the new brand. Our systematic approach prioritized familiarity while also actualizing the brand's potential. The outcome provides a solid foundation as the agency evolves to serve changing community needs.