The Client

The City of East Orange is a storied, small city in the orbit of a global megalopolis, with all the possibilities and complexity. Its people and history are rooted deeply in the Black and immigrant experience. East Orange aims to capitalize on its strengths in the twenty-first century while preserving and enhancing its history and assets. 

Based on initial surveys, East Orange residents express mixed feelings toward their City, from excitement and comfort to frustration and apathy. Like any city, East Orange has hidden gems and undeniable challenges. Balancing hope with practicality, fostering well-founded pride, and uniting residents, businesses, and civic leaders will all comprise elements of the partnership. 

The Work

PivotPath will ensure the City of East Orange can promote its cultural, economic, and community potential through a new strong brand identity and effective City brand roll out. 

Our primary goals include: promoting East Orange as a great place to live and work, unifying businesses and community groups behind a brand, and cultivating community pride. The core strategy will focus on cultivating a narrative of hope and momentum that builds on East Orange’s existing known and unknown assets and strengthens relationships with residents, businesses, and community groups. Key tasks will be identifying existing partnerships and assets, formulating a compelling and unifying brand, and crafting informative graphics and place-based storytelling. 

PivotPath will draw on its experiences with cities and counties in urban and suburban America, especially cities that share some of East Orange’s qualities, such as DeKalb County, Georgia. Our team will utilize their worldwide experience in marketing and placemaking to shape a community brand that deserves national and global attention.