Urban Gem
Visual identity + web design partner
Applications used
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Background
Urban Gem is an upscale full-service event venue located on the south side of Chicago with networks of caterers, event planners, entertainment and more. When the pandemic hit, business owner Raven Worthy-Sutton did not slow down her dreams. She instead decided to provide pop-up outdoor events for clients, turning customer's backyard into an extravagant (and Covid-safe) event space. My role was in the brand design and positioning, as well as providing printed products and marketing materials.
Goal
Urban Gem's first goal was to funnel potential customers through brand awareness on their social media platforms taking them to the consideration phase by providing them with more information on a user-friendly website. Their second goal was to host an Urban Gem experience event, inviting potential customers to see what was possible during an Urban Gem mobile event.
Solution
The initial scope of work was to create a visual identity for Urban Gem and design a presentation to pitch the event venue purchase and renovations for prospective investors buy-in. Not long after these materials were in motion, we were slowed to a halt by the onset of COVID throughout our communities. Raven repositioned her business to offer mobile events which was unlike anything in the market. I suggested we make some small modifications to the logo to include the verbiage "event services and space", and we set out to achieve her goals of funneling prospective clients and hosting an Urban Gem experience event.
The entire project was on an extremely expedited timeline to maximize the amount of nice weather Urban Gem would have available to market their outdoor events. After finalizing the logo and brand guidelines, I provided consultative services to purchase the domain and set up the hosting for the website. I then installed Wordpress and the X theme, and presented a rough prototype for Raven to approve to make sure the user experience was exactly what she had in mind. The last steps were designing graphics and cultivating a gallery of stock photos to be used on the website and any other customer touch point.
During the website build, I also provided a variety of visual design services. I created graphics for social media including posts, cover photos, profile photos, and Instagram highlight covers. I also provided business cards prepared for print, a digital business card using the Ingio digital business card app, and promotional materials such as printed shirts, napkins, and face masks.
We were able to accomplish such a large scope of work in less than 8 weeks. During the month of August, 2020, Urban Gem went public and grew a large social media presence using targeted ads with eye-catching graphics. By September of 2020, Urban Gem had gained traction in the market and successfully held a demo experience to showcase the capabilities. I could not be more enthusiastic about my work completed with this client and what this business has to offer the community. Watch their demo reel and images compiled of some of the work I have completed below.
Special Thanks
Thank you to Raven Worthy-Sutton the business owner and manager for her collaborative efforts to help guide me to design the materials seen above. I also want to say thank you for allowing me to showcase this case study on my studio site.