Client Highlight: Buena Vista Neighborhood Association

Unearthing the Unexpected: A Brand Story Rooted in Nature and Adventure

When most people think about branding, they think logos, products, or big well known companies like Apple, Nike or Disney. But a neighborhood association?

Yes, a neighborhood association can have a strong brand.

A brand doesn’t live in just a logo or a tagline; it lives in hearts and minds. It’s what people believe you stand for. And by that measure, even a neighborhood association is a brand.

So when I volunteered to help with a brand refresh for my own—Buena Vista Neighborhood Association (BVNA) —I was curious to see what kind of story we’d uncover. After all, most neighborhood associations are about the same few things: safety, cleanliness, street boundaries, community events. Important, yes, but hardly the stuff of standout brand platform.

It was a great test run for Brand Story Machine, the product I recently launched to help all kinds of organizations—from businesses and product lines to events and community groups—quickly and powerfully articulate their brand story.

After participants completed a 10-minute 6-question survey, I facilitated a 90-minute workshop with the BVNA board, where we co-created a cohesive brand story including brand purpose, personality, and positioning. The result felt undeniably authentic—and surprisingly energizing for a group of neighbors gathered around a conference table at the local library.

What emerged was a story rooted in nature, adventure, and the wild, magical energy of our beloved Buena Vista Park. The group discussed themes around resilience, neighborly spirit, being “boundaryless” and of the desire to protect and elevate a place that holds deep meaning for so many. We weren’t just defining “the what”—we were surfacing emotion, connection, and a call to action. What emerged was strategic storytelling with real community impact.

The new BVNA Brand Story and Messaging Toolkit now guides the way the association communicates across newsletters, events, and advocacy.

And the response has been amazing. As BVNA association president, Rasheq Zarif said,

“I’ve been through many branding exercises, and it’s taken up to months what Shannon has done in a matter of 90 minutes.”

That’s the power of a focused brand foundation. It aligns voice and vision. It unites teams—or in this case, neighbors. It sparks momentum.

Along with @JuliaHu, we created Brand Story Machine to make branding more accessible, collaborative, and impactful. And this experience reminded me just how powerful it is when you get the foundation right.

Whether you're a nonprofit, a startup, or a group of community leaders, having a clearly defined brand helps you show up consistently—and stand out meaningfully.

Huge thanks to the BVNA Board for trusting me with our story. It was a joy to help unearth it.