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The main concept is to rediscover the past and bring it into the present. The color palette pays homage to Whittier’s citrus heritage—once home to the famous “Quaker Brand” citrus—while the pattern draws from the city’s iconic National Bank building.
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One of my goals was to attract both major chains and local entrepreneurs to Uptown Whittier and transform its empty storefronts. To achieve this, I designed window coverings with inviting messages and site-specific patterns to reimagine these vacant spaces as welcoming and full of potential.
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Beyond targeting Uptown Whittier locals, I designed banners for sidewalks, highways, and high-visibility locations to attract visitors who have never experienced Uptown.
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Paved the crosswalk with patterns inspired by local history, creating an iconic landmark for Uptown—a public statement that invites people to interact with the city’s heritage in their everyday walk.
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Brochure, with a map as a wayfinding tool, was intentionally designed to guide people toward discovering the charm of Whittier through my favorite stores and iconic spots.
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To highlight the concept of being rooted in history, I curated a booklet introducing six iconic landmarks, creating a narrative that supplements the brand.
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For the stationery, I intentionally kept the design subtle and restrained, strengthen Uptown Whittier’s authenticity and credibility as a city of potential growth.
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Social media were designed to extend the brand across platforms, promoting community events and inviting people to engage with Uptown Whittier.
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I designed crafted merchandise that lets people carry a piece of Whittier with them, keeping its charm alive even when they are away.
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