What do you call the area served by YBCBD? How would you define its boundaries? How would you describe the neighborhood? Opinions differ. That’s not surprising given the diversity of our topography, residents, businesses and the area’s evolution. The YBCBD neighborhood identity initiative will answer those questions – succinctly and memorably – to define and brand the district. By adopting a neighborhood name and concepts to promote the area, we create a sense of place to support our economic base, which will help improve the quality of life in the district.
What we're doing
We’re making significant progress toward our goal of defining and branding the neighborhood. Working with Tomorrow Partners, a strategic branding firm in the Bay Area, we are implementing several programs. These efforts include collaborating with district stakeholders and others on:
• Market research: Seeking data and input from stakeholders through focus groups, workshops, surveys and interviews about the area and research on other community benefit district efforts locally and across the country.
• Analysis: Evaluating data collected to create an identity that incorporates the district’s core attributes and the diversity of its people who live, work, and visit.
• Brand development and execution: Identifying and testing possible names and concepts. Defining how the brand will be used, developing designs, providing recommendations on use of the brand in promotional materials, and plans for its use
What's next
Our goal is to unveil the new brand and identity program this fall. Work continues on the elements described above, with our board of directors making final decisions in the coming months. In the end, we want people to be as familiar with our neighborhood as they are with North Beach, Castro, and Union Square. Watch for details on the website and in our other correspondences about this initiative.
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