City of Atlanta: Azelea’s Market
The ask was to develop and design an affordable, accessible grocery store to service Downtown Atlanta, where there is currently a food desert.
Anthony Randall - Art Director
Mili Palacios-Ruiz - Copywriting Lead
Samuel Jimenez and Garic Reger - Graphic Design Leads
Reginald Harrison, Toni Purvis, Owen Foster - Professor Supervisors
Maya Nayak - Brand Strategy Lead
Mari Olan and Maya Nayak - Video
The project secured $11.5 million in funding to open two stores:
The project stakeholders included:
Atlanta Mayor Andre Dickens’ Office of Cultural Affairs, Savi Provisions, IGA, and SCAD.
Utilizing generative AI: 60+ students ranging from branding to interior design, 10 weeks of developing brand identities that speak to the people of Atlanta, and 2 final pitches.
The brand direction “Azalea’s Market” was chosen to move forward with.
Brand Identity and Marketing Plan
for “Azalea’s Market”, along with an interior design plan was delivered to the City of Atlanta and Savi Provisions, including assets such as a brand name, visual identity, brand narrative, comprehensive market and art direction research, interior renderings, and more.
Second Brand Direction
presented in the final pitch is “freshpointe”. This heavily considered brand direction also delivered a brand identity, marketing plan, and interior design plan in the final pitch. My role for this team included being the Brand Strategy lead, market researcher, mock-up designer, assistant copywriter, and video editor.
But what led to the development of “freshpointe”?
A brand direction called “Mozaic Marketplace” ignited the ambition of the final deliverables.
Generative AI was utilized to visualize initial sketches of customized interior items into high fidelity visuals.
The impact of “Mozaic Marketplace”
Inspired by the art-deco historic architecture of the City of Atlanta and set up the completion of the final pitches. My role for this team included being the Brand Strategy lead, market researcher, mock-up designer, copywriter, and behind-the-scenes photographer.
Initial Interior Sketch
Generative AI Render
Generative AI Render
Please enjoy some moment from the final pitch presentation. Thank you!
