San Francisco’s Treasure Island, a former military base island located along the Bay Bridge, was for many years a city favorite site for low-income and  transitional housing. Now, it’s a growing hotspot for residential and retail development, sporting new brunch restaurants, wineries, and marina slips for megayachts. My client, previously known as Treasure Island Homeless Development Initiative (TIHDI) has been fighting for over 25 years to ensure that as the island became more attractive to high end developers, investment in housing and supportive services for TI’s low-income and formerly homeless residents would sustain and grow. When we began our work together, TIHDI needed a new brand identity that could communicate its integral role in the community, and that would appeal to residents, developers, partners, government officials, and donors alike. Based on a robust stakeholder input process and brand audit, my team and I rebuilt the organization’s brand from the ground up, redefining its values and core messages into a clear narrative that set out a strong vision for Treasure Island’s future. And from the foundation of evocative messaging about inclusion and prosperity, we developed a new name, logo, tagline, and visual identity. Now called One Treasure Island, this crucial community-serving organization has been able to re-energize their base, and inspire the community to look ahead. As luxury condo buildings rise in the skyline, One Treasure Island is helping foster a mutually supportive mixed-income community, where low-income and formerly homeless people have a seat at the table and a bright and unified future can be shared by all.