GRADUATE THESIS
01. The Ask:
Our team was challenged to use branding to reimagine a better world post-pandemic through the lens of retail, centering our solutions around the intensified desire for connection amidst such isolation. We completed the entire project virtually during the summer of Covid-19.
02. Focus:
The pandemic has exacerbated existing inequalities in the retail landscape. While retail giants saw sales rise dramatically, local independent retailers couldn’t keep up, and many have closed permanently. These businesses are vital to their communities, and we couldn’t imagine our world without them, nor would we want to.
03. Findings:
Convenience is king for Americans. Since local retailers can’t offer the convenience that large chains do, shopping local isn’t part of consumers’ routines. However, people feel good when they shop local, and see their local retailers as people—not businesses. The pandemic has increased concern about the health of local businesses; people want to shop local more, but the allure of convenience keeps them from doing so.
04. Strategy:
We saw an opportunity to bridge this gap- not just by helping local retailers better meet consumer needs, but also by changing consumer behaviors. Our strategy was to move people to action when it comes to shopping local by showing them how their shopping choices can impact their communities.
BRINGING STRATEGY TO LIFE
Introducing…Sidewalk!
To shift shopping patterns and build thriving local economies, we created Sidewalk: an online platform powered by Square—a brand that already lives inside of small businesses! Sidewalk connects local retailers in one place to create convenient one-stop-shops for communities, and strategically addresses barriers to behavior change: making shopping local personally relevant, using the power of social influence, showing people their impact, and creating an easy and fun experience.
SIDEWALK PLEDGE
A starting point for well-intentioned shoppers that encourages them to make a written and financial commitment to shopping local
Make it official
Making an initial commitment is critical to achieve behavior change. By signing the Sidewalk Pledge and setting a goal for monthly local spending, people can take the first step toward shopping local more frequently.
Put your money where your mouth is
As part of the pledge, people will commit to have a set amount transferred monthly to the Sidewalk Card, a prepaid card that works at local businesses only. They also can opt to round up non-local purchases and have the amount sent automatically to their card.
A visible commitment
People who sign the pledge will receive a reusable tote bag, which makes their commitment visible to others and instills accountability.
SIDEWALK SHOP
An online one-stop-shop where people can access all of the local retailers in their community
Mom and Pop go modern
People can order everything they need from multiple stores at once and have it delivered or available for pickup at a designated location. They can shop by category, by item, or by store.
Front and center
To reinforce what people like about shopping local–the sense that they’re supporting real people–the names and faces of store owners are prominently displayed, along with owner bios.
TALLY
A way for shoppers to track their local spending, see their progress, and understand their impact—using data visualization to prompt self-reflection and encourage behavior change
The quantified self
People will be able to see how close they are to reaching their monthly local spending goal, and watch their progress over time.
Friendly competition
Tally will show how peoples’ local spending compares with their friends and family, leveraging the power of social influence. People can form teams and compete, using gamification to create an enjoyable user experience.
A shared goal
People can also watch how close their town or city is to its Community Goal, and see how their spending has contributed.
SHOP WHERE YOU MATTER
A campaign that educates shoppers on the financial and emotional impact their local spending can have
Facts that hit home
Many know that shopping local is beneficial, but don’t understand why. Locally customized content educates people that their money goes further when it’s spent in the community—which means more money for local jobs, parks, roads, schools, and charities.
Shop where you matter.
We wanted to go beyond facts and figures to show people that their spending matters, to people that matter: not just to local business owners, but to their neighbors, children, friends, and communities. See the commercial above!
View our virtual presentation:
Strategy and Naming: Sophie Lubin, Kelly Atlas
Creative Direction: Sarah O’Connor
Art Direction: Juliana Valero, Mai Prasertbodin
Project duration: 7 weeks