The Bluffs initiative was established on the idea that universities and communities should work together to improve the beautification and function of their areas. I worked with two other talented designers to tackle this initiative and bring a creative solution to light. Our role in The Bluffs Initiative was to establish a brand for the neighborhood in Moline IL, The Bluffs. We wanted to change the perception of the bluffs from an unknown useless neighborhood to one of proud revitalization. This desire prompted trips to the Bluffs to talk to people of all backgrounds including small business owners, the people of the church and members of the community. We also met with the Moline community development corporation to get a better feel of the neighborhood and what it is all about. They gave us three words that describe their neighborhood: grow, care and serve. In addition to those three, we gathered a list of words we found that resonated with the members of the Neighborhood after conversation and research. These words helped us better understand what makes them unique.

After this research we devised a brand plan that matched the values, desires, and beliefs of the neighborhood. We presented the Moline Community Development Corporation with three brand marks that they can choose from. Given the amount of nature and unique housing in the area we designed the logos to symbolize the idea of community. The importance of community and nature is symbolized through various leaf shapes as well as houses. We offered color palette variations for each logo design as well as a secondary logo for the first option.

These are marketing materials that aimed at growing and connecting the community. Clothing tags encourage the use of a hashtag when posting pictures wearing the product, as well as a sticker initiative aimed at promoting brand awareness and a sense of pride in the community.