Example case study
Partnering through Shared Core Values Input Identifies Project Goals
Tenderloin Neighborhood Development Corporation (TNDC) builds communities that center economic and equity opportunities.
Since the beginning, collaboration and inclusion have guided rootid’s work with TNDC. After a strategic planning process that expanded TNDC’s mission to focus more holistically on community development, not just housing, TNDC engaged rootid to help elevate their new core values in their visual brand and digital communications.
rootid designed a staff and community input process that conceptualized and ultimately decided on the new visual brand for TNDC.
Work Completed:
Branding
Content Strategy
User Experience
Website design
Drupal 7 -> Drupal 9 migration
Marketing Campaign Strategy & Design
Building an Community-Centered Visual Brand
rootid and TNDC worked together to create a community education and listening process that created the foundational approach to the visual brand. Community members expressed that TNDC’s community felt warm, personal and neighborly, which was not reflected in the current visual approach.
Through a series of multilingual town halls, community surveys and one-on-one stakeholder interviews, rootid’s branding team created a completely new visual brand that elevated a sense of community, friendliness and shared space.
The final logo was selected at a town hall as part of a voting process by residents of TNDC properties.
Building an Audience-Focused Content Strategy
Once the brand was in place, rootid’s team continued building a digital content strategy grounded in community research. rootid helped TNDC create a site navigational structure that made it easier for staff members to find resources, prospective TNDC residents find housing solutions and community members engage with the organization.
Rather than the navigation mirroring departmental structures, our user experience team used audience profiles and analytics to identify key navigational pathways on the site that would help audience groups find content more easily.
We also created profile pages for each TNDC building to attract more residents to the housing opportunities.
Partnering through Shared Core Values Input Identifies Project Goals
Tenderloin Neighborhood Development Corporation (TNDC) builds communities that center economic and equity opportunities.
Since the beginning, collaboration and inclusion have guided rootid’s work with TNDC. After a strategic planning process that expanded TNDC’s mission to focus more holistically on community development, not just housing, TNDC engaged rootid to help elevate their new core values in their visual brand and digital communications.
rootid designed a staff and community input process that conceptualized and ultimately decided on the new visual brand for TNDC.
Work Completed:
Branding
Content Strategy
User Experience
Website design
Drupal 7 -> Drupal 9 migration
Marketing Campaign Strategy & Design
Building an Community-Centered Visual Brand
rootid and TNDC worked together to create a community education and listening process that created the foundational approach to the visual brand. Community members expressed that TNDC’s community felt warm, personal and neighborly, which was not reflected in the current visual approach.
Through a series of multilingual town halls, community surveys and one-on-one stakeholder interviews, rootid’s branding team created a completely new visual brand that elevated a sense of community, friendliness and shared space.
The final logo was selected at a town hall as part of a voting process by residents of TNDC properties.
Building an Audience-Focused Content Strategy
Once the brand was in place, rootid’s team continued building a digital content strategy grounded in community research. rootid helped TNDC create a site navigational structure that made it easier for staff members to find resources, prospective TNDC residents find housing solutions and community members engage with the organization.
Rather than the navigation mirroring departmental structures, our user experience team used audience profiles and analytics to identify key navigational pathways on the site that would help audience groups find content more easily.
We also created profile pages for each TNDC building to attract more residents to the housing opportunities.
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