Jack London Oakland
Jack London Improvement District’s mission is to create, promote and maintain an inviting environment for people who visit, live or work in the community.

Through programs focused on beautification, safety and promotion, we foster economic vitality and quality-­of-life in Oakland’s unique, historic urban waterfront community.

“Barretto-Co. helped us brand the Jack London community with appropriateness, elegance and style.”

Savlan Hauser, Executive Director | JLID
Vitality, Authenticity, Access, Collaboration and Community


  • Brand Definition
  • Mission Statement & Values
  • Brand Identity
  • Brand Style Guide
  • Website
  • Environmental Signage
  • Marketing Collateral

Oakland, CA is changing and the Jack London Improvement District recognized the need to adapt with that change. Barretto-Co. partnered with JLID in repositioning the organization—changing it’s public identity to Jack London Oakland and designing building signage and a website that attracts visitors, businesses and dwellers alike.

Barretto-Co. kicked off the engagement with JLID by conducting a brand workshop. Upon a brief immersion period, we presented insights and identified opportunities that created the foundation for the new Jack London Oakland.

With a broad, memorable abbreviated name—Jack London Oakland—and a new brand identity, we were able to deliver a organizational refresh that exceeded the expectations and goals for all stakeholders in the project.

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