Paint the Pavement is a national program that encourages community building, increases and promotes public safety, and uses public art as a means to transform dangerous roadways and interactions into neighborhood assets. In 2017, Paint the Pavement will be hosted in Pittsburgh. The movement requires appropriate advertising and information design to gain enough exposure and volunteers willing to participate in Paint the Pavement. With the right approach, Paint the Pavement could help improve the lives of thousands of people living in broken communities.
The branding of Paint the Pavement would reach sports enthusiasts and increase awareness for the movement. Realistically, the ads and other graphic elements would generate interest and volunteers for future steps in the process.
I focused on branding the movement towards sports enthusiasts. The spirit and heart of Pittsburgh. A city that is known for its pride for the Penguins, Pirates, and Steelers. Targeting this audience encourages individuals to put that same sports spirit into community efforts.
Branding consisted of strong and bold text accompanied by simple colors including black, white, and gold. Inspired by sports banners and being big and bold, I shifted towards billboards and bus stop ads that would catch the attention of anyone within the vicinity. These ads scream the same message, "Paint Together." The community is a living entity that blossoms when everyone comes together and supports each other. The whole system created for Paint the Pavement pushes individuals to feel passionate towards helping the community through art and creativity.
To attract a large audience of volunteers, I decided to branch out through different mediums to spread the word: Billboards, brochures, bus stops, business cards, concrete, information sheets, posters, and Snapchat Geofilters.
Once the audience is motivated, there are forms and regulations that need to be completed in order for certain communities to regulate Paint the Pavement. To satisfy these requirements, I created a brochure and informational packet for individuals and groups to fill out. These forms not only fit in the branding theme, but are also simple enough for users to fill out with ease and not lose the motivation they already have.
Users can fill out these forms digitally or physically. Digitally, the Pittsburgh government website contains links to Paint the Pavement. Online the forms are easily submitted through the click of a button and walk users through the process step by step.
Branding Communication Design Identity Systems Thinking