V3’s vision was to build a community hub that would give neighbors a place to move, gather and grow, create more local jobs, and bring back a long-lost public pool. They had a small, relatively new team with lots of momentum. They needed a strategy and a brand that could keep up and support their vision beyond the fundraising stage.

Using our Favor Factors process, we dug into what the community values most and built a brand supports their long-term growth, by putting trust, belonging, and pride at the heart.

We kicked things off by getting everyone aligned on a shared mission that could meet the moment, move the community and grow with V3’s vision. So we listened. To the stakeholders. To the neighbors. To the category. And underneath it all, we found the opportunity. V3 didn’t need to sound like a nonprofit. We could show up like a premium sports and wellness brand, with purpose and confidence.

That idea shaped everything. A logo built around movement and swimming roots. Bold type. Graphic elements that don’t sit still. A system that can flex without losing its identity.

The brand now lives across every touchpoint, from the walls of the new V3 Center to the screens in your hand. It’s modern. It’s flexible. And most importantly, it feels exactly like the future V3 is building.

This brand wasn’t built in isolation. It took architects, consultants, stakeholder interviews, strategy sessions and at least one meeting in a construction trailer during a full-on blizzard.

We made decisions in real time, with the building going up around us. Every piece was shaped by the people bringing it to life and the people who’d be experiencing it. That included a wide range of audiences — donors, media, staff and future members. We created unique messaging for each, all supported by one design system that could flex with purpose and energy.

We worked with partners to carry the brand through signage, environmental graphics and every inch of the new center. Then we handed off a V3 toolkit that made it easy to own from day one.

The V3 Center is open and making waves in North Minneapolis.

In its first year, the team delivered 10,000 hours of swim instruction and welcomed over 25,000 families. The brand helped attract attention, build trust and spark partnerships from the NFL to the Boys and Girls Club. It showed up on the walls, in the press and across the neighborhood.

The impact says more than we ever could: 125 local jobs. $5.8 million invested back into the community. 1,100 people now water safe. 300 students supported. 30 schools and partners engaged.

Helping shape this brand with V3 was the kind of work we love — close to home, built with intention and rooted in something bigger than design.