Branding - Experiment - Timbers Army "Alpha Company"

NEIGHBORHOOD BRANDING PROJECT JAKE TRUDELL ART 225 W KATE BINGAMAN-BURT 2011 WINTER

MISSION

The goal of this project was to rebrand my neighborhood, in part or whole.

I live at NW 23rd and Flanders, just North of Burnside in downtown Portland. I am within walking distance of both the Streetcar and the MAX, which makes its closest stop at PGE Park. The area I live in was once called Nob Hill, but that was decades ago, and the name has fallen out of favor. Another name that doesn’t get much modern usage, but is techinically still in effect is “the Alphabet District”. This is the entire portion of downtown north of Burnside, so named because the streets move in alphabetical order, starting with Burnside, Couch, Davis, Everett, etc. The eastern part of the Alphabet district is the Pearl. My section is the western portion, and other than Nob Hill, it has no real identity. The are sometimes takes the nickname “Trendy-Third”, since there are many upscale clothing and furniture boutiques on 23rd itself.

Rather than take on renaming / rebranding the entire neighborhood, I have instead decided to create and brand an aspect of the area that is highly relevant for the community and may encourage residents to bond.

2011 represents the first year that the Portland Timbers soccer team will join Major League Soccer. The Timbers have existed as a team for many years and have played at PGE Park when the Beavers baseball team wasn’t there. Now, the Timbers have the stadium all to themselves, and those who support the Timbers and the game of soccer feel that this is the beginning of a new era.

With this in mind, I am proposing the creation of a new “company” within the Timbers Army fan group. The “Alpha Company” will represent my neighborhood “the Alphabet District” and the branding will provide a modern edge that supporters can really get behind. I will seek to update the dull current look of the Timbers Army. I will inject some new blood into the battle.

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CURRENT LOOK AND FEEL

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PRIMARY MARKS

SECONDARY ASSETS

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TIMBERS ARMY “FIELD MANUAL”

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OTHER DELIVERABLES

MEMBER No. 9954

MEMBERSHIP ID CARD

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