Building a strong brand with key insights

Phinney Bischoff helped reposition DSA as a vital and inclusive organization that actively makes downtown Seattle a better place to experience. We conducted an extensive research and strategy process that assessed DSA’s current brands, led a brand articulation process, and facilitated extensive user focus groups and interviews. Inspired by the new brand ethos that came out of this process, “City Makers,” we developed an energetic brand identity system, brand architecture, and a dynamic visual language. This influenced the development of key tools for DSA’s marketing and communications team that enabled them to swiftly produce custom content in a consistent manner. Projects included brand standards, a robust website redesign, custom photo library, State of Downtown Report, and a templated system for digital and print collateral.

Extending the Brand

We applied the new brand identity to key communications including business papers, a member brochure, e-mail and e-newsletter templates and a custom website with CRM integration.

Photo: The Downtown Seattle Association
Artist: Ten Hundred


We developed a library of photography for DSA, capturing the vibrancy and energy of people living, working, shopping and playing in downtown Seattle.

Event Branding

We were tasked with developing a theme and unique visual application for the DSA brand within the context of their signature annual event, State of Downtown. The theme was applied to invitations, name badges, emails, signage and the design and production for a 40-page report conveying a statistical year-in-review, a key take-away for attendees.