CULTIVATING COMMUNITY
WORKPLACE INITIATIVES
CHALLENGE
With a small but mighty team, it is integral to establish workplace community. As the Creative Designer, I was eager to utilize my visual communication skillset to develop group initiatives and projects to provide the company with productive and innovative experiences.
SOLUTION
Neighborhood Watch is an observation project that provides the Gus team with an opportunity to document and comment on the life and culture of Lower East Side, NYC – the company's office location. Each chapter highlights a unique feature of the neighborhood through the perspective of the team members, captured in candid phone photography. This project would be shared in installments on social media and ultimately become a pocket guidebook.
The Gus branding is built on the idea of the grid; the identity is simple and foundational to allow the space for concepts to form, both for clients and internally. Despite the company holiday party invitation leaning into a classic celebratory style, it maintains consistency by utilizing core pillars of the brand DNA, like colors and tone and voice.
The branding structure also provides opportunity for disruption. To create opportunities for team building and growth, I developed Casual Fridays, a workplace initiative dedicating one day a month for creative exploration. Inspired by the program's purpose of overtaking our typical work schedule, the typical brand assets are overlayed with glitching windows and message boards reminiscent of early computer graphics.
CLIENT Gus
SKILLS Brand Strategy, Identity Design, Information Design
