This brochure came out of a collaboration between Anastasia Williams, Deigha Davis and myself, in our last semester at Pellissippi State and was guided by Prof. Tood Duren. For UPSIDE Studio, our team offered our design services to a non-profit architectural studio that had no existing visual identity or printed material to promote their mission. Part of the UT architecture dep't, UPSIDE Studio works with a different area of East Knoxville each semester to provide a specific focus for the design projects of their architecture students. During the Spring semester of 2009, the architecture students at UPSIDE collaborated with various community organizations on a wide-ranging revisioning of Magnolia Avenue. Entitled Green Magnolia, this project focused attention on the community’s needs for commercial revitalization along a three-block stretch of Magnolia Avenue, from Olive to Cherry Street, by creating visioning studies of potential development projects. Green Magnolia’s goal was to demonstrate the value and potential of this important part of Knoxville to stimulate investment. All the projects and proposals explored sustainable design options for revitalization of Magnolia Avenue.
We visited the area repeatedly to learn more about Magnolia Ave., talk with the residents and take photos. Anastasia designed a fresh logo and created print collateral, including business cards, letterhead and CD labels, Deigha took lots of photos and created a cool illustration, and I designed a brochure for the Studio, using copy I wrote based on interviews with the students and Prof. Fox, and photos I shot during our visits to Magnolia and the UPSIDE Studio.