Newark Grounds: A Walkable Cultural Corridor in Newark, NJ
Cover photo courtesy of Rebecca Jampol and Chantal Fischzang.
Project Overview: 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, Newark Arts, and the Rutgers University-Newark Design Consortium.
My Role: As a member of the Design Consortium, I contributed to the project's branding and public engagement strategies. I customized an existing typeface into a stylized logo design that became the face of the corridor.
Branding and Identity
Typographic Design:
My design transitions from thick to thin strokes. This approach symbolizes inclusivity and equality within the Newark community.Newark Grounds Logo:
My typographic stylization was adopted as the official logo for Newark Grounds, embodying the corridor’s core values of unity and collaboration.
Typography
When creating the logo that would be adopted for Newark Grounds, I wanted to choose a typeface that felt strong yet approachable—something that could reflect the heart of Newark and its people. The idea of transitioning the letters from thick to thin symbolized inclusivity and equality. It represents how every voice in the community is important, no matter where it comes from. The varying strokes also echo the diversity and depth of Newark’s culture and history, creating a design that feels alive, connected, and uniquely Newark.
Naming Research
The name Newark Grounds came from a collaborative and community-focused process. Inspired by Newark’s rich history, cultural legacy, and public spaces, the name reflects the ideas of connection and grounding within the city. The Design Consortium used brainstorming, community feedback, and historical research to guide the process. Amiri Baraka’s Ballad of the Morning Streets was a key influence, with its themes of grounding and place aligning with the project’s mission. The final name demonstrates inclusivity, community pride, and Newark’s identity as a cultural hub.
Beyond branding, I contributed to Newark Grounds through public engagement concepts designed to connect visitors with the corridor in meaningful ways. These concepts are meant to create a sense of belonging and discovery, making Newark Grounds a space where art and community meet. My proposals included:
Virtual Scavenger Hunt: A digital map and interactive experience guiding participants to explore public artwork across the corridor.
Printed Scavenger Hunt: A physical version featuring designed maps and site-specific prompts, ensuring accessibility for all visitors.
Ground Affirmations: Positive, empowering messages (e.g., “YOU ARE VALUED”) embedded into the corridor to inspire reflection and community pride.
Here is the presentation we presented to the Newark community and partners.