Branding + Marketing

A variety of stakeholders who live, work and volunteer near the intersection of Rainier Avenue and MLK Jr Way in Seattle’s Rainier Valley came together to see what they could do about creating a vibrant business district in a place known for having “no there, there.” A big part of the problem was the district didn’t have a name, let alone any intentional brand. Catalyst was hired to lead the aspiring group through a branding process that would give the district an identity.

To inspire and ground the participants, Catalyst led the group through a discussion of the district’s attributes, values, and visions, and then summarized the statements so everyone involved had a common understanding of what they wanted the district to become. Catalyst then facilitated a brainstorming exercise and evaluation process that led the group to unanimously vote to name the district the Mt Baker Hub and their organization as the Mt Baker Hub Business Association.

The concept of a hub played prominently in the discussions. Major arterials through the center of the district promote the concept, but the group clearly felt the neighborhood should be a hub of progressive 21st century values too, especially as it further develops and grows. Catalyst conveyed these sentiments to a skilled graphic designer who created a logo resembling an abstract version of a green, spoked wheel. Today the name and logo are working remarkably effectively as the organization develops its online presence, promotional materials and banners for events and advertising.