Minnesota Avenue Main Street (MAMS), an initiative of the Washington Area Community Investment Fund (WACIF), revitalizes, develops, and promotes the commercial corridor at the heart of Washington, DC’s Ward 7. MAMS wanted to build a stand-alone brand that conveys who they are and their role in the community. The brand needed to communicate the organization’s passionate for the community. The client wanted to create an approachable, invested, and community-minded brand that bridges the gap between businesses and the government. The brand needed to be cool, while using vibrant colors that make people feel empowered and positive/happy.