Opportunity: Forest City Food Collective began life as The Oberlin Food Hub. Located 40 minutes from downtown Cleveland, they realized they needed to move to better serve farmers and food producers in the greater metro area. As they moved out of alignment with their old brand, it was time to pivot to a new brand strategy.

The Change: Oberlin Food Hub was replaced with Forest City Food Collective, a nod to an old Cleveland moniker. With such a long name, we sought to build a strong graphic icon for the logo. Inspired by the interconnected farmers, food producers, stores, and wholesalers, we built concepts that exemplified connection and constant movement. In our research, we noticed the similarity between city grids and farm fields, something that we implemented by combining parts of Cleveland with crop patterns. A bold but organic-inspired color palette completes the brand.

Impact: The internal team was ecstatic to finally have a brand that matched their vision and newly aligned strategy. This brand just launched, but the reception has been great.