A new chapter for the Hayti neighborhood
Tribute Rising is a transformational mixed-use redevelopment in Durham’s historic Hayti neighborhood, where CivicBrand partnered with City Collective to create a brand that honors the community’s legacy while looking confidently toward its future. Working alongside the project’s architects and urban designers, we developed a district brand strategy that reflects Hayti’s cultural significance while establishing a distinct identity for the neighborhood’s next chapter.
Our work extends beyond the primary development brand to include a wayfinding and signage system, along with a flexible brand architecture for the district’s buildings, parks, amenities, and public spaces. Together, these elements create an identity system that helps the development feel like an authentic neighborhood rather than a standalone development project.
