EASTSIDE UNIVERSITY

 Every community has a story behind it. For Kansas City’s east side, that story was scarcity. Underserved and at-risk. Defined by need over potential.

Eastside University is writing a new and different chapter. And they needed a rebrand to reflect that. The core logo is based on the idea of a rooted community on the rise—built to be endlessly reinterpreted by members of the community. The palette is rooted in surroundings—the greenery, architecture and warmth of Kansas City’s Eastside. And the type is as expressive and bold as the spirit of the Eastside.

Together, the system helps reframe the narrative of the Eastside—from one of scarity to one of abundance. Not as an aspiration, but as something already alive there. The trust between neighbors. The bonds already shared. The progress already underway.

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Logo, visual identity, brand collateral and guidelines designed at MBB with support from Rob Mitchell.

Verbal identity by Garrett Street.

DESIGN

©Adam Lock. All Rights Reserved.