As my primary project for graphic design in the fall semester of 2019, we were asked to create a pop-up restaurant located/inspired by one of four possible locations: Eastern State Penitentiary, the Philadelphia Zoo, the Navy Yard, and City Hall. We were asked to create a logo, user persona, menu, deliverables, and a brand poster and summary video that embody our brand and mission.
I was assigned City Hall, and chose to name it The Green New Dill, a play on words between the Green New Deal bill and its location being in Dilworth Park outside of Philadelphia's City Hall.
LOGO DESIGN
My logo fuses together the light-hearted aspect of the dill pickle and the pop-up’s location with the more serious, political aspect of the Green New Deal bill. I took key elements of presidential seals, such as the rounded text and supporting imagery and an important central image, and began to evolve it into a formal governmental design. After selecting the text and the imagery to create this imitation “presidential seal”, I then added an offset and halftone to make it emulate newspaper print, still continuing to experiment with fonts, color and sizing.
This printed, halftone design alludes to the fact that informing the people of America about the declining state of our nation’s environment and economy is vital. The offset of the pickle and leaves are intended to have a similar effect, creating a more dynamic design. Just as newspapers are intended to spread information pertaining to current events, the Green New Dill has the same aim and hopes to educate many Americans on the importance of environmental, economic, and social change.
LOCATION AND USER PERSONA
While the Green New Dill is intended to educate everyone in becoming more aware of the state of their government and nation, it primarily targets the younger demographics of the city, such as millennials and students. This is illustrated through the user persona of Kevin. It hopes to inspire those who soon will be leading America to make well-informed, lasting changes that will benefit them and their families in the long term. Because of the Green New Dill’s central location, it can also draw the attention of all those who pass it or commute through the city, expanding its outreach and evoking constant conversation.
MENU
I wanted my menu to also be stylized in this way, using a bright green file folder and have the menu appear to be the “official document” itself so as to further press the concept that this decision is in our hands. On the left half of the menu is a large printed news article about Alexandria Ocasio-Cortez’s visit to the Green New Dill, speaking on her reaction as well as the pop-up’s influence on the city. In addition to this, the folder contains a form to sign up for the Sunrise Movement, an organization comprised of many young people dedicated to stopping climate change and creating millions of jobs for Americans.
Every sandwich item on the menu connects to information about the Green New Deal, and comes with a side of a dill pickle. Sandwich items each have a name that connects to either an important fact or an influential person relating to the Green New Deal in some form or other. This is done to more easily teach those reading the menu options facts about this bill and why it’s such an important one to pursue.
DELIVERABLES
Products that my pop-up offers are political buttons, a bumper sticker, and dill pickles that are sourced from local, family-run farms. The deliverables are intended to easily spread awareness and intrigue across the city by combining elements that are clearly visible to the public, such as the bumper sticker and pins. While several elements of these products are provocative in nature, they’re intention is to grab the attention of the people, creating more discussion and consequent action in the city of Philadelphia.
My pop-up also uses humor as an additional main method of communicating with the audience, tackling important, environmental subjects in a way that resonates with the masses.
SOCIALS
Because this pop-up aims to also reach people across America, use of social media is imperative. Facebook, Twitter, and Instagram play vital roles in translating this, connecting not only people, but political leaders that have major connections to the Green New Deal bill. These socials are all important in their own ways, for they communicate a wide array of responses (political leaders included -unsurprisingly)(pop up Trump’s face) and is easily accessible to those who may not live in or visit the city of Philadelphia.
Facebook
Twitter
Instagram (and Twitter mobile)
POP-UP POSTER
PROJECT VIDEO
