CLIENT

MADISON PARK FINANCIAL, OAKLAND, CA

INTRODUCTION

We were thrilled to work with Madison Park Financial on their latest real estate development projects as their Brand Consulting and Graphic Design Studio. They were constructing and launching two new properties, Bakery Lofts in Emeryville, CA, and Lampwork Lofts in West Oakland, CA, and needed a strategic partner to help with the rebranding and brand launch.

MyGroove Design, Inc. was prepared for the challenge. We delved deep into their target audience, competitors, and the properties' unique selling points. From there, we created a comprehensive brand identity campaign with the goal of increasing brand awareness and strengthening the parent and sub-brand messaging.

CHALLENGE

One of the most difficult challenges was developing a brand that would appeal to both current and prospective residents of the projects. To address this, we focused on developing a narrative that highlighted the projects' unique features and amenities, as well as the vibrant community of Oakland.

OBJECTIVE

The goal was to rebrand the projects and launch them with a strong, cohesive brand that would raise awareness and resonate with the target audiences.

We also wanted to collaborate closely with Madison Park Financial's executives and internal staff to understand their project and company goals.

SOLUTION

MyGroove Design, Inc. jumped in headfirst, conducting extensive research and analysis to understand their residents' needs and desires and the holding company’s assets portfolio.

We began by conducting extensive research and site visits to learn about the company's history, mission, culture and values, as well as the needs and preferences of the target audience. We defined the brand for the parent company, Madison Park Financial, and established a new image for the Bakery Lofts Lifestyle Brand using this information. We wanted to convey a sense of community and urban living, with an emphasis on the building's and the surrounding area's historical elements. Following that, we worked on the Lampwork Lofts Brand, which we wanted to position as a modern and sleek option for city dwellers.

We created innovative branding strategies and solutions to bring these brands to life. We created and designed both properties' new visual identities, marketing materials, and collateral, as well as their new websites. For engagement, we used visual storytelling and experiential branding.

We also created a strategic plan for key executives, internal staff, and partners to ensure that everyone was on the same page and ready to support the new brand revitalization efforts.

RESULTS

As a result of our efforts, Madison Park Financial was able to stand out in a competitive market and attract the right residents for their properties. We were honored to be a part of such a game-changing project and look forward to future collaborations.

CLIENT

CALIFORNIA HUMANITIES, OAKLAND CA

INTRODUCTION

When California Humanities decided to relocate from San Francisco to Oakland, they knew they needed a brand consulting and design firm to help them navigate the transition and establish a new, stronger presence in their new community. This is where MyGroove Design, Inc. comes in.

OBJECTIVE

MyGroove Design, Inc. was thrilled to collaborate with California Humanities on their comprehensive brand identity campaign to raise brand awareness and strengthen the organization's messaging among audiences. For California Humanities' new website, calhum.org, we served as brand strategist, art director, web designer, and user experience expert.

SOLUTION

To begin the project, we held group and individual strategic planning, visioning, brainstorming, and training sessions with key executives and internal staff in order to gain a deep understanding of the organization's goals and objectives. Following that, we collaborated closely with California Humanities to create a brand identity that would serve as the foundation for future growth and visibility.

One of our primary goals was to help California Humanities improve their overall presence through the use of content marketing, experiential branding, data analytics, visual storytelling, and mobile website and on-the-go access strategies.

We also assisted California Humanities in creating and developing a variety of tools and materials to visually support their 40th Anniversary Celebration promotional event. This included creating a new theme, look, and feel for the 2017-2019 Annual Reports, as well as custom graphics, tables, and charts for print and digital online publishing.

Furthermore, we designed and created a new theme, look, and feel for the 2020 and 2021 Annual Reports, which focused on listening to and responding to community and California Humanities constituents. We provided strategic consulting, creative design, and custom graphics and charts to support their projects, facts, and figures for print production and interactive online publishing.

Finally, we designed and developed the NEW California Humanities Strategic Plan Visual Graphics, which assisted in communicating their new direction and messaging in order to increase brand awareness and secure grant funding.

RESULTS

California Humanities was able to transition to their new location with a strong, cohesive brand that resonated with their audiences thanks to MyGroove Design, Inc.'s comprehensive and innovative approach. We are proud to have helped contribute to the organization's continued success.

CLIENT

ALAMEDA COUNTY PUBLIC HEALTH DEPARTMENT, OAKLAND, CA

BAY AREA NUTRITION & PHYSICAL ACTIVITY COLLABORATIVE, SAN FRANCISCO, CA

STRATEGIC PARTNERS

HILL & COMPANY COMMUNICATIONS, ALAMEDA, CA

INTRODUCTION

MyGroove Design, Inc. had the opportunity to work on one of Alameda County's most successful branded initiatives, "Soda Free Summer." This campaign used a variety of brand strategies, including Influencer Marketing, Content Marketing, Experiential Branding, Data Analytics, and Visual Storytelling, to change behavior and reduce soda consumption.

OBJECTIVE

To change behavior and reduce soda consumption, we used a combination of Influencer Marketing, Content Marketing, Experiential Branding, and Data Analytics. We also made certain that the website was both desktop and mobile friendly, so that people could easily find campaign information and resources.

SOLUTION

Adults, children, and families were targeted during the program development phase, with a focus on the Latino and African-American communities. We created an experiential, digital media, and social marketing campaign to reduce soda consumption, which included interactive events, tracking logs, information on healthier alternatives, and fun incentives such as wristbands, stickers, and temporary tattoos. The results were astounding, with 78% of county residents recalling the campaign and 72% reporting a change in health behavior. Furthermore, 43 percent of respondents reported drinking less soda than they did before the campaign began.

We expanded our reach to five more Bay Area counties as the campaign gained traction: Contra Costa, Marin, San Francisco, San Mateo, and Santa Clara. It even gained national recognition, and was adopted by many county public health departments throughout the United States. This was made possible by additional funding from Kaiser Permanente, Health Trust of Silicon Valley, Shape Up San Francisco, The California Endowment, and the Alameda County Public Health Department. We continued to coordinate the expansion through the Bay Area Nutrition and Physical Activity Collaborative (BANPAC) and distributed Rethink Your Drink materials through California Nutrition Network regions.

The "Drink Water, Said the Otter" activity books were a huge hit with young children and helped to spread the campaign's message even further. We also continued to use social media channels to reach even more people, and even held a YouTube Video Contest to encourage creativity and campaign engagement.

RESULTS

Overall, the "Soda Free Summer" campaign was a game changer in the field of public health. It not only helped to reduce soda consumption in Alameda County, but it also had a ripple effect, inspiring people all over the country to reconsider their beverage choices. MyGroove Design, Inc. was able to make a significant impact on the health and well-being of communities across the country, and it continues to be a shining example of the power of innovative branding and design strategies.

CLIENT

NEXTSPORTS, INC., Oakland, CA
Sub-brands: GOMO, Arcade, Fuzion, and City Guide

INTRODUCTION

MyGroove Design, Inc. was excited to take on the challenge of assisting Nextsports Inc. and their sub-brands, GOMO, Arcade, Fuzion, and City Guide in Oakland, California with aligning their brand architecture. The goal was to effectively communicate the brand and product messages while also understanding the overall brand structure and its relationship to each product.

We began by delving deeply into the company's values and unique selling proposition (USP) to define the brand's voice and perception, both externally and internally. We also examined financial capabilities and developed growth strategies for the company and each brand.

OBJECTIVE

Our goals were to understand and agree on the brand architecture for Nextsport and its sub-brands, to determine the domain of each brand, to understand branding implications and strategies for the US market, and to understand brand segmentation.

SOLUTION

As the brand strategist, MyGroove Design, Inc. facilitated a series of engaging workshops and brainstorming sessions to achieve these goals. We worked on core brand development, created a unique selling proposition (USP), and presented a comprehensive brand architecture with the goal of increasing brand awareness, strengthening the parent and sub-brand identities, and messaging among audiences. We took the time to investigate and define their company values, essence, benefits, culture, and points of differentiation.

RESULTS

As a result, the Nextsport, Inc. - Fuzion - GOMO CityGlide - Arcade BRANDS had a clear understanding and structure. We created an innovative roadmap for their new brand architecture detailing the parent brand, parent-endorsed brand, and brand positioning, as well as a single-minded focus and clear messaging for each brand and product line.

Overall, it was a transformative experience for Nextsports Inc. and their sub-brands, and we are honored to have played a part in their success.

MyGroove Design, Inc. is committed to assisting companies like Nextsports Inc. in achieving their objectives through expert brand strategy and design services.

CLIENT

AFRICAN AMERICAN ART & CULTURE COMPLEX, SAN FRANCISCO, CA

STRATEGIC PARTNERS

CHANGE CONSULTING, LLC., OAKLAND, CA

INTRODUCTION

MyGroove Design, Inc. had the opportunity to partner with Change Consulting, LLC. on the rebranding campaign for the African American Art & Culture Complex (AAACC) in San Francisco. The AAACC is one of the Bay Area's premier Black arts and cultural institutions, dedicated to providing a diverse range of art and cultural programming for youth, adults, and families.

CHALLENGE

The task for our team was to create a comprehensive brand identity for AAACC that would not only align with their mission and values, but would also resonate with their community and stakeholders. With a 1.3 million grant for rebranding and renovations, we knew we needed to develop a brand strategy that would garner support from everyone involved - staff, community, board of directors, and more.

SOLUTION

One of the most important strategies was gaining support from stakeholders, staff, the community, and the board of directors. To begin, we conducted a thorough brand audit to understand their current market position. We then created the parent brand's brand architecture in relation to AAACC's various programs such as the Sargent Johnson Gallery, Buriel Clay Theater, Children & Youth Programs, Event Rentals, and Classes. This aided in positioning the brand in a way that was appealing to the target market.

We started by conducting research to learn about the AAACC's target audience, their needs, and the competitive landscape. We then created a brand strategy to help the organization stand out and appeal to its target audience. This included the creation of a new primary logo, brand identity guidelines, and a variety of collateral materials.

We also created a new website for the organization that was visually appealing, easy to navigate, and provided access to the organization's events, classes, and resources. In addition, the African American Art & Culture Newsletter has been redesigned to be more visually appealing and engaging for readers.

RESULTS

Throughout the project, we provided ongoing consulting, design, production, website maintenance, support, and brand management services to ensure the AAACC's rebranding efforts were successful. We are proud to have contributed to the AAACC's continued success as a premier Black arts and cultural institution in the San Francisco Bay Area.