Underline
When the topic of gentrification is discussed, there is a greater focus on residential communities despite the recognition that gentrification also affects small/local business owners. The lasting effects of redevelopment aren’t new to Charlotte; 120 entrepreneurs in North End were pushed out in 2019 due to the area’s recent experience with businesses facing displacement. The increase in population over the last 10 years has sparked frequent changes in our neighborhoods seldom addressed directly. The goal of my project is to educate the Charlotte community about how gentrification affects the local businesses as well as help foster community between establishments.
Date: 2023
Role: Graphic Designer, Researcher, Motion Designer
UNDERLINE Branding
Tools: Illustrator
With the aim of catering to the needs of local business owners, I devised an awareness campaign named "Underline." The primary objective behind this initiative is to support local businesses and encourage a sense of community among them. The chosen name, "Underline," perfectly encapsulates the mission of bringing attention to local establishments and highlighting their significant role within their respective neighborhoods. The brand's visual identity incorporates the colors orange and blue. The vibrant orange symbolizes the urgency and consciousness of the brand's mission, while the serene blue represents unity and aligns with the secondary goal of fostering connections among local businesses and their patrons. The symbol of Underline visually conveys its association with businesses through a representation of a hanging sign typically seen outside storefronts.
Product 1 - Infographic
Tools: Illustrator, Photoshop
The first product is an infographic educating the greater Charlotte community on what business displacement is as well as how to visually identify it as their neighborhoods change. Relevant Charlotte businesses are incorporated within the graphic to highlight long-standing businesses as well as those that have been displaced or closed completely. Posters can be found along light rail stops and within the metropolitan area to ensure maximum visibility.
Product 2 - App Prototype
Tools: Illustrator, Figma, After Effects
The next product is a mobile app that allows business owners to connect with other stores and establishments in their neighborhoods and all over Charlotte. With the Underline app, businesses can search for others in their community in a number of ways. Whether it be a tailored search or by visiting the internal map. Business accounts can also take a short quiz to help recommend other businesses they can connect with. Local establishments can set up collaborations with other stores and promote each other through the platform.
Product 3 - Loyalty Rewards Card
Tools: Adobe Illustrator
The last product is a series of monthly loyalty reward cards where patrons can shop at participating businesses and receive a sticker per visit. After three visits, customers are rewarded with a deal unique to the business, whether it be 20% off at checkout or a free slice of pizza. The rewards cards can be found at participating locations, each month highlighting a different duo of local businesses.
EastSide Edition - Front
EastSide Edition - Back
Plaza Midwood Edition - Front
