DURATION:
8 Weeks
Summer 2025
CONTEXT:
Creative Services
Print Design
Civic Design
Public Art Initiative
ROLE:
Fellowship
Naming Strategy
Design Consortium Member
Experience Concept Designer
TOOLS:
InDesign
Photoshop
Helping transform Downtown Newark into a walkable cultural corridor through branding, typography, participatory design and community-centered design.
RESULTS
Impact
Official logo selected as the public identity for Newark Grounds
Presented branding concepts to community stakeholders and project partners
Contributed to a public arts initiative featuring 75+ artworks
Collaborated with Project for Empty Space and city partners
Contributed as part of Rutgers-Newark Design Consortium
PROJECT OVERVIEW
What?
Newark Grounds is an initiative by Project for Empty Space (PES) to create a walkable cultural corridor featuring over 75 public artworks in Downtown Newark. The project is a collaboration with the City of Newark Division of Art and Cultural Affairs, the City Parks Foundation, the City of Newark Arts and Education District, Newark Arts, Newark Alliance, Greater Newark Convention and Visitors Bureau, Four Corners Public Arts Partnership, and the Rutgers University-Newark Design Consortium.
IDENTITY SYSTEM
LOGO
• FINAL SELECTED LOGOTYPE
I designed the final logotype using Avory, with contrasting stroke weights to represent the many voices that collectively shape Newark's art community.
COLOR PALETTE
Black
#000000
White
#FFFFFF
Newark Blue
#01A4E0
Gray
#8E8E8E
TYPOGRAPHY
LIGHT
Aa
REGULAR
Aa
MEDIUM
Aa
SEMIBOLD
Aa
BOLD
Aa
BLACK
Aa
LOGO VARIATIONS
IN CONTEXT
My role on this project focused on designing the Newark Grounds logo. After being selected as the official identity for the corridor, the mark was integrated into a wide range of branded materials by the project team. The examples above showcase the logo in real-world use across print, digital, and environmental applications.