Neighborhood House
Strategy Organization Rebrand Narrative Video
Established in 1896, Neighborhood House was the first settlement house in Kentucky. Over 125 years later, they are now a community center that serves children and families living in the Portland neighborhood and in surrounding low-income neighborhoods. Their mission is to support families by creating a community of opportunity, with a vision that all Neighborhood House families are thriving. With opportunities ranging from the Child Development Center to senior programming, Neighborhood House likes to say that they see members “from the twinkle to the wrinkle.
Our Challenge
In anticipation of the 125th Anniversary in 2021, Neighborhood House reached out to discuss activating the birthday celebration. Through our discussions, we identified that instead of only highlighting the milestone, we’d use the opportunity to redefine Neighborhood House as a civic center in the 21st century.
How could we capture the energy in the building, the commitment of the team, and the community synergy that they have generated? Could we channel it into a new brand and identity that feels modern, energetic, and yet does not deviate from their personality?
And more importantly, we had to answer their request to “stop being known as the ‘best-kept secret’ in Louisville.”
Image caption reads: “1896 - Neighborhood House opens in Portland. Activities included sewing classes, debate clubs, singing and storytelling for younger children.” - University of Louisville Archives
"One of the most exciting (and challenging) aspects of this project is that we were working with an organization that has been around for over 100 years. So while they were ready to completely update their look and feel, we simultaneously needed to honor the essence and work of the brand as it's existed for more than a century.
This created a strategic balancing act between fine-tuning what they've been, and leveling that with how they will be seen going forward."
- Ben Kemble, Associate Creative Director
The Approach
The design problem was interesting because it was more than just a rebrand. We were challenged to capture the essence of the environment that Neighborhood House fosters — a bright and inviting place that radiates joy and warmth to the community.
Our approach began by learning about all that Neighborhood House offers. They are a multi-layered organization that serves families and individuals from preschool age to senior citizens, catering to each demographic with intention and care tailored specifically for each individual.
Through a significant amount of research, both archival and site-based, we collected testimonies and assets that informed our creative process.
Neighborhood House logo progression, 1900’s, 1970’s, 2000’s, 2010’s
Results
Neighborhood House’s team selected 2 brand logos that we developed and invited their team, staff, board, and participants to weigh in on the final selection. The final mark was chosen for its ability to symbolize the ‘radiating energy’ that Neighborhood House generates in the building and the community. The final mark was launched by Neighborhood House in early November 2021, with announcements to the community, and activating the new brand mark and colors throughout the building.
