Case Study: kindred builds a resident-centered neighborhood identity with Yellow Duck Marketing

kindred reimagines Tidewater Gardens over 4 years with Yellow Duck Marketing

Yellow Duck Marketing partnered with kindred, a major redevelopment project in Norfolk, Virginia, which faced the challenge of transforming the Tidewater Gardens neighborhood. The project's goal was to break the cycle of intergenerational poverty by creating a sustainable, mixed-income community. A key challenge was rebuilding trust and ensuring the residents' deep-rooted history and aspirations were central to shaping the new neighborhood's identity.

The solution from Yellow Duck Marketing involved extensive community engagement through dialogue, surveys, and public meetings to gather insights. This led to the creation of the new name "Kindred" and a logo designed as an abstract family tree to symbolize connection and growth. The result was a cohesive brand identity that honored the community's past while looking forward with optimism, positioning the development as a legacy of resilience and hope for all residents.

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