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Our friends at the Gainesville Community Redevelopment Agency came to Parisleaf looking for ways to foster awareness about ongoing and upcoming GCRA initiatives in East Gainesville, with the intention to attract potential residents, businesses, and developers.
For too long, Gainesville has been sharply divided by East and West, with the eastside often being underserved and unfairly characterized by inaccurate stereotypes. We asked ourselves: how might we show all the reasons to look, live, and love East without furthering the divide?
We wrote an array of action words that precede East, with the core concept of Gainesville East being supported by umbrella themes – explore, live, grow, work, and love East. These themes are delivered through a campaign identity that avoids the trappings of traditional logos and instead relies on a modular patchwork quilt, lively typography, bright color, and iconography.
We worked with the wonderfully talented Nathan Bolster to create a library of photography that showcases the East side’s ethnic and natural diversity. And we partnered with expert videographer Eli Meyer to produce a video that invites viewers to look and love East.