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John Franklin Hay, former pastor and Michael J. Fox doppelganger, rides his bike to work. He engages neighbors, partners, new homeowners, and developers on a personal level. It’s his mission to renew, revitalize, and respect the Near Eastside of Indianapolis. That’s hard to do with a cold and institutional brand. By developing a new name (Near East Area Renewal) and acronym (NEAR), identity, messaging, and digital presence, we helped the brand better reflect the nonprofit’s purpose: to be an approachable CDC with community interests at heart. Today, the Near Eastside offers market-rate homes and affordable housing, a rare feat in neighborhood revitalization.