Central Area Collaborative Branding



Central Area Collaborative


The Central Area Collaborative is a group of community-focused business leaders and professionals dedicated to cultural and economic development in the Central District of Seattle. In need of branding for their new organization, they released an RFP for a culturally aware designer to create their logo and letterhead. Having previously worked with businesses and organizations representing a variety of cultural backgrounds, I sent a proposal and was chosen for the job.


After choosing between the initial concepts and undergoing two rounds of revisions, the Collaborative was presented with their final logo. The CAC had the following to say about my work:

Samantha, was nothing short of amazing! Her design work blew the team away. We didn’t know what to expect…but the deliverables were timely, relevant and fit our needs. We look forward to working with Samantha soon.


SMS Design

my contributions

  • I worked independently to research, sketch, develop and refine the logo.


research & sketching

I began by learning more about the organization’s mission and goals, and then about the community it serves. The Collaborative expressed a desire to honor the neighborhood’s rich African American heritage and ethnic diversity, so I focused on concepts, images, and colors that reflected this focus.


I presented five initial concepts to the CAC board, and they were all met with enthusiasm. So much so that they had a hard time choosing between them. I created product mockups for the top choices to help the board envision their logo in use.



brand guidelines

As a final product, I created a usage guide including information about fonts, color codes, and file type information.

Skills: Branding
Client: Central Area Collaborative