City of Chattanooga

Community-driven identity design for downtown innovation district

When the City of Chattanooga initially contracted an online logo generator for their new Innovation District identity, the local design community responded with raised voices and hands, prompting a proper RFP process that would tap local talent and grow authentically from the community. Whiteboard partnered with the Mayor's office, River City Company, and the Enterprise Center to create an identity that truly represented Chattanooga's entrepreneurial ecosystem. The Mayor described the Innovation District as "a catalytic mix of start-up businesses, business incubators & accelerators, alongside innovation economy generators & amenities—available in a dense, walkable urban core." Our collaborative approach brought together writers and designers to dive deep into the district's potential impact across technology, jobs, education, resources, and health. The resulting identity captured not only community pride in Chattanooga but also the great ideas born there every day. Working with collaborator Caleb Ludwick of 26 Tools, we recognized the irony of branding innovation itself - that true innovation can't be programmed, only supported and prepared for when it takes flight. The final identity system provides a focal point for the district while opening doors for everyone within it.