Neighborhood Branding: Design For Good, Or Signs Of Gentrifications And Exclusion?

Many neighborhoods and communities have recognizable branding; you turn a corner and all of a sudden, flags and decals proliferate, designating these houses as part of a group. But who comes up with these little graphic marks of belonging, and do they always resonate with all of the residents? Missteps can lead to feelings of alienation and accusations of gentrification. Design studio Wunder Werkz in Sun Valley, Colorado, undertook a thoughtful project exploring place branding. Their result, reflecting the neighborhood’s cultural diversity, aims to revitalize the area without alienating its residents: easier said than done! Despite the skepticism that often surrounds such initiatives, when done right, place branding can foster pride, support local culture, and make residents feel even more at home.