The Legacy Center is located within a community of thriving neighborhoods and variable social economic groups. However, the 24 municipalities that make up this community also has the highest concentration of poverty in the Missouri side of the St. Louis region due to decades of disinvestment and decline. The center’s Executive Director impressed upon us the need for a radical approach: the essence of the brand needed to be visionary and revolutionary to bring attention to the disparity of opportunity in the region.
The design, featuring bold colors and iconography, distinguishes itself from conventional, child-like brands, engaging middle school and older audiences. The project encompasses a website and visual Brand Guidelines, ensuring adaptability and easy implementation for the organization's staff. The brand needed to resonate with a demographic who often is not attracted by community space design, are statistically underrepresented, and often feel as though school is not a place for them.
At the same time, the brand needed to be flexible enough to also resonate with the Rergional Business Council and regional business leaders who continue to invest in the organization. By making the design “radical,” it is positioned for longevity--this is a brand that will grow with the audience it serves making it relational to youth of all ages as well as community members.