Edgewood Avenue is a historic block with a strong nightlife and vibrant local art on almost every surface. With a direct connection to the Beltline, it has potential to draw a larger community that will bring even more life to its streets.
The block’s strong personality is not replaced by, but reflected in, the new brand. The visuals aim to exemplify the existing culture and invite others to join the community as Edgewood Avenue continues to grow and improve.
RESEARCH
Observations
I visited Edgewood avenue many times to understand the areas’ strengths, weaknesses, opportunities, and threats. I snapped lots of pictures and stopped into the streets’ establishments to immerse myself in the existing culture and experience the block’s distressed textures.
Analysis
Upon reflection, I developed the following analysis to define problems and identify opportunities to solve for key pain points.
Mind mapping
At this point, I identified core elements that define Edgewood Avenue within a classic mind map. I highlighted the branches that I wanted to embrace and accentuate in Edegewood’s visual identity.
BRAND IDENTITY
It’s almost serendipitous that Edgewood can be described as “edgy.” Since the root of that word is conveniently included in the name of the block, I chose to celebrate that aspect of the block’s character using a bold slab serif. The contrast in the line weight between type of “edge” and “wood” highlights the diversity of Edgewood Avenue’s art and community. The color palette is as vibrant as the block itself and was taken directly from a photo captured inside Mother, a popular establishment on the block.
ENVIRONMENTAL INSTALLATIONS
Edgewood has never lacked in personality. Every surface is covered by vibrant paint, obscure stickers, and a healthy coat of dirt. When designing installations for the environment, I wanted them to feel at home on the block. Instead of redefining the space, they accentuate the existing spirit.
Posters
A collection of posters highlight the diverse spirit of Edgewood while simultaneously promoting the block’s successful establishments. Each one focuses on a different aspect of the neighborhood’s personality. For example, EdgeSoul directs people to the store God Is Dope and EdgeNite points to popular bars.
Grafitti tag
Residents and visitors of Edgewood leave sidewalk tags for many reasons. They represent inside jokes, new ideas, words of encouragement, and blatant advertisements. It felt natural to add Edgewood’s bold mark to the concrete canvas.
Wall Mural
This design simultaneously fits in and stands out amongst Edgewood Avenue’s sea of painted walls. It boldly welcomes you to the block and dares you to explore the electric energy that keeps the street alive after the sun sets.
