A multi-channel campaign celebrating 50 years of community impact

You only turn 50 once. So when the Salt Lake City Redevelopment Agency (RDA) hit that momentous milestone, Niftic wanted to make it extra special.

For decades, the RDA has developed housing, parks, and community centers that have brought together and improved the standard of living for families, all while paying homage to the history of Salt Lake City. A legacy like that needed more than just a report. It needed a campaign that honored its roots and celebrated its continued impact.

But telling a 50-year story isn't simple.

Niftic partnered with the RDA to lead a multi-channel campaign that celebrated its legacy while positioning the agency for the future. From a bold anniversary identity to a commemorative print book and social media assets, flexing across multiple formats—from polished reports to Instagram grids—without losing the plot or its heart. The work made a complex civic story more visible, tangible, and engaging for the people it serves.

A legacy reintroduced across print, digital, and public spaces

Niftic put a high priority on telling RDA's story in an easily digestible way that honors City and Community. Starting with the big 5-0 logo. To honor their longstanding history within the community, Niftic pulled inspiration from 60s and 70s typography to give a nod to the decades of origin of the organization. The final logo incorporates a throwback typeface for a nostalgic nod without being stuck in the past.

Designing the book that told the story

The centerpiece of the campaign was a commemorative book chronicling the RDA’s work over five decades. Designed to be both archival and accessible, it featured rich photography, historic timelines, and a clear visual structure that honored community voices and the 349 (and counting!) projects of the RDA.

Ranging from soft-touch finishes to full-bleed spreads, every detail was built to reflect the significance of the work and the communities it supported.

Parting gifts and easy ways to capture and share the moment

No celebration is complete without party favors. To extend the campaign beyond the page, Niftic designed materials for a public-facing event series, including giftable swag, branded signage, notebooks, water bottles, and more. One standout: a dual-sided, ultra Instagram-worthy tote bag perfect for the summer’s farmers markets, art festivals, street fairs, and neighborhood events. Featuring the campaign mark and a snapshot of city-shaping projects offered stakeholders and residents a simple, visible way to connect with the story.

Niftic also equipped the RDA team with everything they needed to carry the celebration onto social media. Tools like custom Instagram filters, branded overlays, and a library of ready-to-use social templates —to name a few— made it easy for staff and supporters to share the moment across platforms. By combining tactile and digital touchpoints, the campaign reinforced the RDA’s story in everyday interactions, long after the event.

Reimagining the RDA Website

In tandem with the 50-year campaign, Niftic also redesigned the RDA’s public website to better reflect its mission and improve accessibility for residents, developers, and city partners.

The team restructured the site architecture to surface key resources more intuitively, introduced progressive disclosure and UX best practices, and refreshed the visual language to align with the updated brand. Niftic also engineered the backend to support modular, flexible content—so that the RDA team could easily publish updates, projects, announcements, and downloadable materials as needs evolved.

View the updated site →

The 50th-anniversary campaign reintroduced the RDA to the city it’s been helping shape for half a century. With a blend of clear messaging, bold visuals, and strategic storytelling, both longtime partners and new audiences know its deep history and its bright future.