Sawtelle

Civic Identity

InDesign
Illustrator
AfterEffects

Sawtelle is a neighborhood in Los Angeles, California that is known for its vibrant community, with strong roots in Japanese American culture. However, more recently, it is becoming overpopulated with visitors who are drawn to the trendy restaurants and shops popping up, and the neighborhood is slowly losing its historical value.

My rebrand strategy for Sawtelle is to bring their cultural roots back into the spotlight. It is an effort to preserve its heritage while refreshing its visual identity as a contemporary community.

Growing up around Sawtelle, I reasonate with this project on a personal level because of how much I have seen the neighborhood change over the years. The urbanization and gentrification is sad to see, but I hope this project can inspire action towards preserving the neighborhood’s history and roots.

A sakura flower is an important icon of Japanese culture. Circles and repetition symbolize community, togetherness, and growth.

My color palette is extracted from the famous print, The Great Wave Off Kanagawa by Kasushika Hokusai. It is a prominent work of art in both the eastern + western worlds, which parallels the Japanese + American cultures of Sawtelle.

Posters

These posters share the story of Sawtelle. I portrayed the uniqueness of Sawtelle using photos of the neighborhood and spotlighting stories of local residents and business owners. I also developed a graphic system based on the logo’s flower and spiral.

I designed street banners to promote community events and invite visitors to experience the obon festival, a long-standing tradition of Japanese culture. Logos painted in the bike lanes foster a sense of community, strengthening the connection between cyclists, people, and the environment.

Tote bags, tshirts, and pins can be given as keepsakes at community events and to foster community pride.