For my 2019 Senior Capstone Showcase project I worked with two other team members in order to rebrand the East Side area surrounding North Avenue in Milwaukee. My group and I felt that this area was not viewed by the general public in a positive way and this was strongly correlated to a lack of branding and identity. Through surveys and speaking with the East Side BID Director we were able to create a brand that showcases the unique businesses and quirkiness of the area.
My specific responsibilities for this project were communicating with the Director of the East Side Business Improvement District to get an idea of the direction she envisioned for the neighborhood. I also designed a bus poster that reflected the food and drink of the area, created the brand book, and shot and edited all photography.
naming
Based on surveys many people felt the area was outdated and consisted of bars going out of business. In reality, the area was and still is making shifts towards being an entertainment and lifestyle district. To reflect this, we gave the area a new name, Trouvaille, which means a chance encounter with something wonderful. To give the brand consistency and presence we designed bus posters, map pamphlets, a streetlight banner, and brand book.
experimentation with style
Each team member came up with an illustration that we felt encompassed the look we wanted to go for within our brand. From there we chose the elements that we liked the most out of each illustration and that helped determine the direction we wanted to take with our designs.
bus stop poster
From left to right: initial design, midway point, final design
