Richmond LAND

The Stakes

Richmond Community Owned Development Enterprise, a community land trust working toward community-controlled, equitable land and housing, was moving from a volunteer board to its first part-time staff. With that transition it wanted more intentional branding, starting with a name that wasn't clunky.

The Constraints

• A name and brand that had to work for Richmond residents and city officials alike.
• A young organization, so decisions ran through the board.
• The new name needed buy-in from the board, staff, and the people the organization serves.

Key Decisions

• A renaming process they could run themselves. I created workshop guides the board used in its own meetings, gathered input from staff and clients, and guided the group to consensus.
• Homes and a fragmented heart. Home imagery combines with a fragmented heart to symbolize the organization's reparative work in housing.
• Rooted in Richmond's murals. The style and vibrant colors come from the mosaic walls and murals across the city's neighborhoods.

The Outcome

The organization is now Richmond LAND, and the new name and identity are in use.