The James Morehouse Community Project of El Cerrito High School is a valuable resource for urban youth to share their feelings in an open environment and talk about what challenges they are facing. We were asked to create a brand that evoked attributes of “openness, transformative, urban, safe harbour and secure” yet spoke to the students in relative terms. We had to ask ourselves, “What would the students respond to, not feel intimidated by or embarrassed about?” We spent time with the students, worked with them on a questionnaire and researched the demographic’s popular culture. Our solution proved to resonate well with the student body and capture an emotion of positivity and acceptance. Unfortunately this project did not go to press due to budget cuts in our state’s economic climate.