Food Justice NW Aurora Launches New Logo

Over the past few months, Food Justice NW Aurora (FJNWA) has undergone a complete redesign of its brand identity. In late 2024, FJNWA partnered with URBN Brands on a collaborative rebranding process to align its visual identity with the values and voices of the Northwest Aurora community. The goal was to reflect the organization’s history, collective strength, and aspirations, while recognizing FJNWA as a partner in the broader movement for food justice. 

The project began with revisiting FJNWA’s mission, values, stakeholders, and the everyday realities facing its community:

• Displacement

• Food inaccessibility

• The urgent need for community-led food systems

Then, staff, partners, and local residents participated in a hands-on community visioning session to explore key themes that resonated with FJNWA’s mission. Building from that session, the FJNWA team and URBN Brands went through several rounds of co-creation and feedback to develop a re-envisioned logo.

The new logo honors the beet symbol from the original FJNWA logo, while introducing new energy and narrative. A vibrant beet with deep roots, silhouetted housing, and a rising sun now anchors the brand, evoking nourishment, community voice, and a shared vision for an empowered local food system. 

Read the full brand identity story here