When Lawrenceville Corporation and Lawrenceville United merged, they brought decades of community relationships, neighborhood knowledge, and a shared commitment to Lawrenceville. This new organization also created an opportunity to build a clear, unified identity that is focused on helping the neighborhood thrive.

W|W partnered with Lawrenceville Together on naming, integrated brand identity, and a custom website. Collectively, this work created a shared foundation for the organization while honoring Lawrenceville's history and character.

The collaboration began with a half-day Brand UnWorkshop that brought together leadership, board members, residents, and local business owners. The session helped identify the ideas and values that could unite the merged organization. Connection emerged as a central theme, with participants describing Lawrenceville Together as a hub for residents, businesses, and community partners. They envisioned an organization that was approachable, modern, grassroots, and forward-looking while remaining rooted in Lawrenceville.

The workshop also informed our naming exploration. Lawrenceville Together had already been used as the working name during the merger, so W|W tested it alongside a range of alternatives. The process confirmed that the name captured what the new organization needed to express: place, community, and people working together toward a shared future.

The new Lawrenceville Together identity centers on a custom L/T monogram. The stylized L connects to Lawrenceville's architectural heritage and history, while the T introduces a contemporary form and a sense of forward movement. The identity extends beyond the logo with a flexible visual system, robust style guide, custom icons, and a supergraphic system. Together, these elements give Lawrenceville Together a consistent and adaptable presence across its programs, initiatives, and community touchpoints.

The website brings the brand and strategy together via a custom WordPress experience designed to make the organization easier to understand and engage with. Visitors can explore programs, access business resources and the business directory, find events, read neighborhood news, learn about membership, volunteer, donate, and more. The result is a digital hub that reflects Lawrenceville Together's role as a connector across the neighborhood, with clearer paths for residents, businesses, workers, and community partners to participate.

For more info, view the case study.

Core positioning language, at the heart of the Lawrenceville Together mission.

Custom logo marks were created for the Pride Festival and Cookie Tour, marquee events.

The visual identity system included a treatment for the Farmer's Market, a neighborhood staple.

The launch kit included a set of branded merch, including stickers, tote bags, and more.

The new Lawrenceville Together website homepage.

And, a look at the home page content and branded experience.

A collection of page layouts from the website mobile experience.