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New Jersey Community Capital

New Jersey Community Capital: Rebranding Community Development

 

New Jersey Community Capital

Rebranding Community Development


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The challenge

New Jersey Community Capital (NJCC) is a statewide community development financial institution (CDFI) which invests strategically to help move New Jersey forward.

When we met, NJCC was planning to launch their 5-year strategic plan. Their identity had been designed at a time when they were much smaller, and no longer reflected the breadth of their impact and reach. NJCC knew that they would have even greater credibility with a smart new look that matched their aspiration and potential, and that’s where we came in.

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The solution

To be successful, the rebrand needed to articulate the story of NJCC through the experiences of the people and communities who benefit from their involvement. 

Informed by extensive stakeholder interviews, we designed a logo that featured a repeated house shape–the traditional symbol of community–in the form of a star. From there, we developed a full branding system including a color palette, typography, icon library, and infographic style. We also art directed photo shoots throughout the state to create an extensive custom photo library featuring the very people and communities that NJCC serves.  

What resulted was a thorough regeneration of the brand identity that accurately reflected the organization through its website, stationery, signage, Strategic Plan and multiple Annual Reports.


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“We loved working with Frankenstern on our annual report. They took the time to understand our organization and mission, worked with us closely and patiently from conception to completion and designed a wonderful product that we are proud to share with stakeholders.”

Jeff Yuen
Impact Assessment Coordinator, New Jersey Community Capital


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