Downtown Jamaica Partnership

Some projects just hit different.

As a long-time New Yorker, the chance to brand the Downtown Jamaica Partnership - a vibrant, dynamic neighborhood - was basically a dream job.

The whole experience has been nothing short of delightful. From the interviews and workshops to the creative strategy to the design concepts and implementation—the team, led by Whitney Barat, was collaborative, thoughtful, constructive, and enthusiastic.

We invited community feedback through surveys and interviews, and made the most of every input. We identified primary, secondary, and tertiary audiences and mapped their journeys to and around the business improvement district.

Our discovery and strategy process included some core strategic planning: We identified their focus areas, key messages, and communications priorities for the next 3 years.

When it came to design we were encouraged to think big. Then the team chose the boldest concept, including a new nickname: DJQ. In addition to the brand identity, we designed a website that effectively caters to the many different audiences who look to the BID for guidance, suggestions, and resources. We also produced a number of templates for signage, launch materials, and marketing collateral to support key initiatives, like the exciting Oral History project.

We are thrilled to continue to support with PR and social media for the next few months. The truth is, a piece of our hearts has taken up permanent residence in DJQ. Come visit! It's #closerthanyouthink