Found Ground Provisions
An Interior Design Marketplace And Service
Art Direction, Branding, Conceptual, Graphic Design
Based in Ball Ground, Georgia, 45 minutes north of Atlanta, hides a small and quaint home goods shop - sitting picturesque on Main Street. The store is set in an old car dealership building that has been in the town since the 1930’s. The shop is cool and industrial with wonderful and unique finds - far from the beaten path. This shop has been a staple in our community and has thrived for many years. It’s doors are welcoming and the owner is a wonderful woman who greats everyone that walks in. While she curates products for her marketplace, she also maintains her interior design service where you can see her immaculate touch as you peruse through the store.
Given how Atlanta has boomed in the last 15 years, many people are moving north to smaller towns such as Ball Ground. Big Box stores have set up shop in order to meet the demands of a growing community, while independent shops struggle to be seen. The community has changed in diversity, age, and culturally but still retains the Blue Ridge warmth that draws people in.
I decided to take this on as a personal project, based on this small store that lives in our town. In order to stay competitive with the growing market, I looked at their website, social media, services. I conducted a deep competitor and audience analysis in order to set up the elements of their branding for success. A revision of the color palette, a revision of their logo, creative usage of their photography, and cohesive packaging, labeling, and social media.
The inspiration was derived from a local store on Main Street. The palette is derived from a southern vintage vibe - Dusty pine green to represent the Georgia Pines, the terracotta red like our Georgia clay, Cream instead of white like table linens (cause we’re proper here in the south!), light pink like azalea’s when in bloom, and a dark grey instead of stark black to give a softer contrast. There is an element of Cherokee roses as background, our state flower, to give texture. The photography has an ambient feel and full color. The logo icon is a live oak tree - quintessential southern charm and represent resilience. The font used is playful with flourishes and lends a modern craftsman vibe, but is clear and easily read. For copy, I’ve created a combination of Serif titles and San-serif body fonts, as a nod to Tradition up-front and modernity to the content.
