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Transforming community through the arts

Ten North Group

The Story

Ten North Group and it’s affiliates, formerly Opa-locka Community Development Corporation, facilitate access to affordable housing and wealth-building opportunities for under-resourced communities. The organization takes a unique and highly successful approach to community development with its focus on real estate and the arts as mechanisms for social change.

We were approached by the executive team to help them undertake a seismic shift that had been attempted unsuccessfully many times before. The organizations brand and messaging needed to align with its equity and position it to tell much more comprehensive stories about it’s purpose and work. A renaming was required for expansion beyond Opa-locka while honoring the organization’s roots, as well as a new visual identity that would retain some of the former brand equity, and allow for extension of the identity into its affiliates.

Our work began with a DNA that brought objectivity and deep insights to guide the strategic development needed to authentically execute the rebrand. This required a complete overhaul of messaging to enable consistent delivery of the breadth and innovative focus of the organizations purpose through all touchpoints  The name Ten North is a term originally used to describe the plot of land that became Opa Locka Florida (ten miles north of Miami) it became a great story telling tool that allowed the group to honor it’s origin without being defined by it. One of the most effective tools in this identity is the story telling and architecture incorporated into the mark. It enabled representation of the organizations varied affiliates woven together under the broader mission.

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