Columbia Center Case Study: Research and Brand Identity

Columbia Center / Branding / 2025

[Objective]

During this 8 month project, I was tasked with creating a compelling and appropriate logo for an event space, along with creating a brand guidelines book with the ultimate objective to increase rental revenue and recognition for the event center.

[Client Research]

Client Background
The Junior League Cincinnati is a community driven women-led nonprofit organization with the mission to make a meaningful community impact and voice women’s empowerment. Founded in 1920 by Mary Harriman, the JLC has had an extensive impact since it was created. The Columbia Center's building was purchased in 1989, and has since become a home base for the JLC and a discounted rentable space to other non profits(YWCA).

What does the Columbia Center offer?
Conveniently located in Columbia-Tusculum, just 10 minutes from Downtown Cincinnati and Hyde Park, the Columbia Center offers an affordable, mission-driven alternative to traditional event venues. With its historic charm, multiple rental spaces, and free on-site parking,
it’s an ideal choice for everything from business meetings to baby showers.

Their beliefs and values
The Columbia Center’s mission is to use rental revenue to support other organizations and fund community-driven projects. Through client meetings, it became clear that creating a welcoming, inclusive space for all is central
to their vision. Words like joyful, diverse, and historic consistently surfaced, helping to define the heart of their brand identity.

[Client Meeting]

To better understand the Columbia Center and its values, I conducted preliminary research and held multiple client meetings throughout the project, the following notes capturing insights gathered before and after our preliminary discussions.

[The Problem]

Despite being a well-known landmark in Columbia-Tusculum, the Columbia Center lacks broader recognition. While it regularly hosts community events, many outside the nonprofit world are unaware it exists, with most rentals coming through word of mouth. To grow its reach and increase rental revenue, the center needs a strong brand identity that attracts new businesses and organizations.

[Market Research]

Before diving into competitors and audience, I researched case studies and found that the best branding has: CONSISTENCY, CLARITY, CREDIBILITY, CONNECTION, CULTURE, and CHARACTER.

Using these four assets and research on what makes a successful brand, I examined competitor logos to identify what worked well and what didn’t.

[Audience]

The JLC, a nonprofit organization, typically serves fellow nonprofits and internal members. However, with a new goal of increasing visibility and attracting new rental clients, particularly businesses and corporations, their target audience has shifted.

[Primary Audience]

[Secondary Audience]

[Visual Research]

After my preliminary meeting with the client, I visited the venue to conduct visual research. I paid close attention to photographing architectural details for design ideation and capturing images for commercial use.