Friendship Memories

Branding, Campaign Design, Graphic Design

Fall 2020, 6 weeks

Designing an asphalt art and its communication strategy
Friendship Memories is the identity and promotion campaign of a community-engaging event that brings the public together by celebrating the shared history of Friendship, PA.

Tools
Illustrator
Photoshop
InDesign

Overview

The community of Friendship, PA, was chosen to be the next Bloomberg 2021 Asphalt Art project. The art is designed to encourage community building, increase and promote public safety, and to transform dangerous intersections into neighborhood assets.

My concept draws from the history of the Friendship Neighborhood, which was found during the victorian era (1890) by the early settlers as a streetcar suburb. Through this event, I want to create a meaningful relationship between the community of Friendship and the greater Pittsburgh area. I aim to inspire pride into the neighborhood by spreading more awareness of how this part of Pittsburgh came into being.

The Asphalt Art

A life sized trolley car running through the intersection on a single line of rail. The crossroads on the sides are put together with ticket shapes with accents of color, and the pedestrian area is marked by the curly patterns of the Victorian era.

The red dot marks a victorian lamppost placed to create a visual focal point, which also becomes an emphasis of the newly identified pedestrian area.

The Campaign

To devise a strategy to communicate the event to the public, I designed a campaign that informs and leads people to the event. The Friendship Memories brandis designed in a victorian decorative style, with the goal of encouraging more interest and participation to the asphalt painting.

Design System

Identity Lockup of event

Publicity Posters

In a smaller scale, each household would receive a package that contains important pieces of information for the event. The package contains an invitation, a booklet of important dates, stickers, and memory cards.

Event Package

Event Invitation

Event instruction booklet

As a warm up stage of the event, the campaign invites people to share their own memories of Pittsburgh. The digital version becomes part of a curation of memories that will be collected and showcased through anonymous personal submissions.

Physical and digital versions of memory cards

Finally, to sign up for painting at a specific time of the day, stickers are provided for people to place on a sign up sheet next to the intersection.

Name stickers

Reflections

This project allowed me to explore branding through a holistic perspective from a real life event. I considered how the visuals can build emotional connections to people of the neighborhood, and how to establish and utilize the design system throughout the campaign. Overall, I learned the importance of giving a brand a meaningful story, and bringing consistency within the system.