Case study
Detroit City Council Member, Raquel Castaneda Lopez
Type : 
Branding & Design
goal : 
Establish branding and design language, and train staff to implement organization-wide
duration : 

Rebrand and Digital Marketing Strategy & Training


The strength of a community-focused brand rests in the ability to mobilize its constituency through one concise, and an easy to grasp message. Through our initial research we discovered that while the Council Member’s team was extremely capable, they lacked a solid design foundation, messaging principles and understanding of the social space to unify the District’s message effectively.


The 2050 team worked with all key stakeholders to interview, research and understand how to best create digital and social content that engages District 6 communities. We then created a brand guide and facilitated hands-on training to prepare the in-house team to work independently:

  • Human-centered brand messaging: Leveraged community research to create brand tone-of-voice and tagline to speak authentically to communities.
  • Brand Identity: Redesigned all print, promotional, digital and social content to reflect new brand identity.
  • Digital Marketing Support: Conducted three training sessions and vetted vendors to assist the team in developing their in-house production process. 
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