INTL AVE
Community Branding Project
INFO 2673 - Systems & Structures
Mount Royal University
Jan - Feb 2023
For this assignment, my partner and I were tasked with creating a visual identity system for any chosen community within Calgary. We chose to focus on re-branding International Avenue (INTL Ave); which is a community that runs along 17th Avenue. This neighbourhood is a refuge for local businesses, all of which are catered toward the representation and honouring of cultural traditions. It's focus on minority groups is reflected through further support of social programs within the area.
Almost all of its businesses and services provide traditional foods, art, clothing and so much more. We wanted to highlight the liveliness and great community potential to help make the area more welcoming.
Within this project, we chose to highlight the liveliness and potential that this urban multicultural oasis has brought to so many people.
DESIGN SKILLS
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Desk Research
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Ethnographic Interviews
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Research Mapping
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Logo Design & Graphics
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Mock-ups
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Facilitate Community Engagement Research Activity
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Create & Implement Visual Identity Systems
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Adobe Illustrator
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Adobe Photoshop
International Avenue (Calgary, AB)
IMG 1: For context, the above image is a google maps overview of INTL Ave. It is a multicultural stretch of businesses and community social programs that run along the SE end of 17th Avenue. If you would like to visit INTL AVE, click on the above image.
FINAL PRODUCT
Brand Overview:
Concept
Statement
"Visiting International Avenue is experiencing the flavours and traditions of the world, all from one area. This lively neighbourhood is home to all walks of life that come together to enjoy the comforts of their ethnic origins as well as to appreciate the cultures shared by others."
GENERALIZED PROCESS
1. Research Area values and existing branding.
2. Physically explore the area to gain a sense of the environment and community. Conduct multiple ethnographic interviews with a diverse selection of residents and store employees.
3. Conducted a community engagement activity– consisting of posters with prompts on them– in order to allow for more community members to share their thoughts and experiences about INTL Ave. They were located in bus covers so that people waiting around had time and opportunity to answer our questions without any pressure.
4. Organise and analyse gathered data into a research mapping tree. This helped to identify key themes and issues with the current branding.
5. Identified the necessary values that need to be met with a new design. Through ideation, prototyping and critique, we were able to develop a sufficient style guide containing: logos, typefaces, associated graphics, colour pallet, and spacing.
6. Utilizing the style guide, we created Mock-ups, sample emails and magazines that fit the branding choices we made.
7. To present our work, we created a website portfolio showcasing the final design choices and a documentation of our full process.
RESEARCH
CHANGES I WOULD MAKE NOW
1. Alt
