Mother Design keeps things hyper-local with their bright and bold rebrand for Brooklyn Org

Brooklyn, proudly home to 30% of New York city’s population and an equivalent percentage of its nonprofits, receives a mere 7.6% of charitable funding, a glaring disparity that Brooklyn Org is resolute in changing. As a trailblazer, the organisation has secured a global reputation for its innovative approaches to participatory grantmaking, community engagement, and community action, advocating for racial justice, COVID-19 response, and immigrant rights with relentless determination. As part of a strategic move to become a more inclusive and engaging partner for all Brooklynites and backers of social change, the organisation has recently undergone a rebranding, shifting from Brooklyn Community Foundation to a new name – Brooklyn Org. Their new brand, carried out pro bono by Brooklyn-based creative agency, Mother New York, and design studio, Mother Design, is accompanied by the launch of a new platform with an aim to mobilise resources and foster a fair and just Brooklyn. The project’s heart lies in its visual redesign, a respectful tribute to the unshakeable unity of the borough, mirroring the abundant richness of Brooklyn. “For this project,” Mother Design’s Managing Director Danielle Horanieh reveals, “the strategy honed in on expanding the reach of Brooklyn.org (BKO) to be more in line with the iconic cultural institutions of Brooklyn that naturally attract donors as well as residents and fans of everything Brooklyn offers.” Additionally, the new identity was designed to feel at home in Brooklyn. This involved studying the local businesses and the inherent personality of Brooklyn, translating these learnings into a unique visual identity that resonates with the community and beyond.