Rockwood's new identity

incorporated three new logo

versions. Each logo was created

using different fabric textures

culled from cultures around the

world. The idea being that these

textures would be combined to

make new ones and serve as

symbols to unite the newly

envisioned community.

Brochures were digitally

printed and used as a tool

by the committee to aid in

soliciting funds from

potential developers.

The secondary cover served

to illustrate the idea of

combining textures in order

to build a rich and colorful

visual aesthetic that would

be recognized throughout

the community.

Introductory spread from the

brochure; a clean and simply

structured aesthetic was

developed in order to let the

textural elements stand out

and become the main visual narrative throughout.

Neighborhood locations

were photographed and

used throughout the layout.

Drawings were then made

to overlay those images

communicating potential

for the future.

Detail from one of the

drawings showing possible

scenarios for the future.

The core conceptual driver was

based on the idea of a ‘cultural

marketplace’, a space where

people could gather and share

in community. The hope was

that by giving a new identity

to Rockwood people would

notice that positive change

was happening and that their

involvement could help in

facilitating that change.

Brochure spread.

Each committee member

was given a series of 3 cards

using the new logos. Textures

were printed on the backs to

infuse visual energy and

provide a variety of options.

This tied the identity to the

diverse nature of the current

community.