Three Squares Main Street
LHD partnered with the Board of Directors of Hyde Jackson Square Main Street to conceive a refreshed identity that establishes their neighborhood as a vibrant, dynamic, and culturally rich community.
Our process involved recognizing a diverse range of voices and opinions, as well as honoring the three cultural heritages found within the area: Cuban, Puerto Rican, and Dominican. We met the challenge of representing the district as "new" without compromising the established culture around its old identity by carefully considering the voices the Board sought to represent. This process hinged on an exhaustive and emotional naming discovery phase during which we facilitated the Board's efforts to brainstorm the most salient characteristics of the neighborhood, and move forward in a new creative direction. We also created a distinct and compelling icon, logo, as well as signage for the rebranded Main Street district.