This project was essentially an effort to foster awareness about ongoing and upcoming GCRA initiatives in East Gainesville, with the intention to attract potential residents, businesses, and developers. They wanted to show and encourage the unique sense of community, culture, and history that makes this area so special.
For too long, Gainesville has been sharply divided between east and west, with the Eastside often being underserved and unfairly characterized by inaccurate stereotypes. We asked ourselves: how might we show all the reasons to look, live, and love East without furthering the divide?
Our friends at the Gainesville Community Redevelopment Agency came to Parisleaf looking for ways to foster awareness about ongoing and upcoming GCRA initiatives in East Gainesville, with the intention to attract potential residents, businesses, and developers. They wanted to show and encourage the unique sense of community, culture, and history that makes this area so special.
For too long, Gainesville has been sharply divided between east and west, with the Eastside often being underserved and unfairly characterized by inaccurate stereotypes. We asked ourselves: how might we show all the reasons to look, live, and love East without furthering the divide?
Gainesville East is eclectic, even funky. From ethnically diverse neighborhoods and historical cityscapes, to vast natural landscapes and a generally slower pace of life, the Eastside is a vibrant, multicolor quilt. This concept would be the foundation for our design system. The toolkit was then rounded out by contrasting typography, a wild and wonderful color palette, iconography, and photographic guidelines.
We developed an array of action words that precede East, with the core concept of Gainesville East being supported by four umbrella themes – explore, live, grow, work, and love East. Secondary themes spell out particular facets of Eastside living.