POP Market
Marketing | Branding
Inspired by the ever-evolving creative landscape of Athens, Georgia, that has inspired bands like REM and the B-52s, as well as other artists and creatives alike, this project delves into the crucial role of design branding in the success of small businesses.
GIF of Instagram Reel for mock engagement.
Research Question
How do I create a visual brand/identity that advocates for small businesses, inspiring people to become involved?
​
Businesses are living, breathing, multi-faceted beasts that take extreme work and effort to build up and thrive. Most people cannot do it all by themselves, or else they would, and designers would not have a job (thank God). So what does it take from a design standpoint to become successful, and what does the entrepreneur need to do to get that started? Research for this project was collected from online resources and interviews from businessmen who work in the pop-up market and public planning space.
Mercer and Main, Atlanta, Georgia
Restoring the old gas station to be a hub of culture and commerce incentivizes locals to pursue passions, side projects, and hopeful businesses to get a start with a venue that allows for early exposure.
Ideation
Flexible | Bold | Attraction | Disruption​
​
In order to represent a wide array of businesses I decided to mix fun, loud, and bold typography with a complimentary color scheme of orange and green to grab the attention of potential consumers. To pop if you will...
On top of that mix in textures to give the design a tactility that Joel Hoffman says keep people coming back to pop-up markets as well as sticker elements that are used by vendors.
Research
Research was conducted across Athens, Georgia to see what made already successful business owners make that jump from the start.
​​
Joel Hoffman's Pop-Up Market
The first weekend of every month you can see people walking in and out of the Old Fire Hall No. 2 on Prince Avenue in Athens, Georgia. Outside of the building you can see racks of vintage t-shirts, pants, and many more oddities and trinkets. Anything from Harley Davidson t-shirts from the 80’s to forgotten about Georgia Florida football game t-shirts celebrating the world’s largest cocktail party can be found. This is where Joel Hoffman (Orphintage) hosts his vintage pop-up market with other vendors such as Drugstore Little Five, Green Door Vintage, and many more.
