West Elmwood
A unified brand image reflecting over 50 years of giving back.
Since 1970, West Elmwood Housing Development Corporation has been promoting healthy, sustainable communities in the West End of Providence, RI. Newfound partnered with West Elmwood to develop a cohesive visual identityhat brings the organization’s numerous programs and initiatives together under a consistent design voice.
The identity revolves around the central concept of centralizing community welfare resources ‘under one roof,’ reflecting the organization’s beginnings in affordable housing development over fifty years ago.
Sebastian Calvo
Creative Director
Billy DeNatale
Creative Director, Design Lead
Danny Schiller
Social Media Strategy
Aman Sharma
Web Development
Newfound developed a consistent brand image for West Elmwood’s previously disjointed array of programs and initiatives.
West Elmwood identified that the lack of a consistent brand image across each of its programs was negatively impacting the community’s ability to connect those programs with the larger parent organization. Further complicating this was the fact that some of their programs existed as standalone organizations prior to joining the WEHDC family, and many community members still thought of them as such. Other programs are part of statewide and nationwide initiatives, with sister programs across the state and country.
PolyFrame created a unified design system and brand language for West Elmwood that firmly connects its programs and initiatives to the parent organization. Through consistent usage of graphic devices and language, and a flexible color palette, each program has its own distinguishing look within a larger, cohesive system.
The chevron was leveraged as a flexible core design motif.
To achieve a flexible but consistent design system across the range of subsidiaries, the design team leveraged the chevron roof motif from the organization’s logo as a dynamic content device. Used as a compositional element and as a frame for imagery, the chevron allows for a wide variety of patterns and layouts.
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