Guadalupe is a small but inspiring neighborhood in Salt Lake City nestled between Interstate 15 and the train line that runs along 500 W. Although it’s small, it has a remarkable history of hard work and progress that has shaped it into the diverse neighborhood it is today.

I wanted to create a brand that represents the vibrancy of the neighborhood and the people that call it home - one that would embody the artists in the Project Open creative community or the lifelong residents that live along 600 W. 

During my research, I came across a quote from a business owner in the neighborhood referring to Guadalupe as a “little jewel”, which is the most apt description of the neighborhood I’ve seen. I incorporated this quote into the brand to serve as a reminder that this neighborhood is something to be treasured.