A NEIGHBORHOOD BRAND ROOTED IN COMMUNITY
The Dimond Merchants Association is a community organization dedicated to celebrating and strengthening one of Oakland's most vibrant and culturally rich neighborhoods.
From local restaurants and shops to parks and community gatherings, the Dimond District in Oakland, CA is a neighborhood defined by its diversity and deep roots. The Merchants Association works to support local businesses, connect neighbors, and make the Dimond a place where everyone feels welcome and invested.
Services
Visual Brand Identity
Visual Strategy
Website Design
Print Design
Collateral Design
INDUSTRY
Community Nonprofit
A BRAND THAT LIVES IN THE NEIGHBORHOOD
The Dimond District brand needed to work at every scale, from a street banner catching your eye on a walk through the neighborhood to a digital guide helping you find your next favorite restaurant. We built a vibrant pattern system from the geometry of the neighborhood’s main intersections and developed a signature icon set featuring local landmarks, parks, shops, and the cultural touchstones that make the Dimond District distinctly Oakland.
The website brought it all together, connecting residents and visitors to the full range of businesses that make the neighborhood what it is. Bold color, playful iconography, and a deep sense of place make the site feel less like a business directory and more like a love letter to the Dimond District.
A BRAND THE NEIGHBORHOOD CAN BE PROUD OF
The modular icon system and bold color palette make it easy to extend the brand into new contexts without losing its energy or coherence. Whether it's on a sandwich board outside a summer event or screen-printed on a shirt, the Dimond District brand feels like it belongs to the neighborhood, because it does.
Ariana and the team at Flight Design Co. are always my first stop for brand strategy whenever starting a project. Flight Design has helped me with my restaurants and community work. They have the range to help me define and grow all of it. Their get-it factor and deliverables are top-notch. And they’re just so much fun to work with!
May Seto Wasem
Diamond Merchants Association Member & Owner of Grand Lake Kitchen
CREDITS
Visual Strategy: Ariana Wolf
Graphic Design: Matt Meikle
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