Case Study:
Downtown Dallas, Inc. Field Operations
The Problem
Downtown Dallas, Inc. (DDI) wanted to equip its essential workers to be more easily recognized by Downtown neighbors and to both feel and look good.
The four different teams (Safety Patrol, Clean Team, Homeless Outreach, and Ambassador) had disjointed identities that had gotten worse over time. Their uniforms, vehicles, and overall messaging lacked consistency, and even worse: there was no clear connection back to DDI. Residents and stakeholders were aware of these services but unsure who or what organization was providing them. DDI knew they had to make a change, and they wanted to empower field employees while amplifying their reach.
We increased cohesiveness of DDI’s field teams by refreshing their approach to branding.
We started with the identity - building a secondary package that complemented the main corporate identity while standing on its own. For each Field branch (Security, Clean Team, Homeless Outreach, and Ambassador), we assigned each a main color and a shared accent to reinforce brand consistency. After building out the emblems and badges, we worked our way to the uniforms, vehicle wraps, and print collateral.
Uniforms
Vehicle Wraps
Print Collateral
