Uptown Whittier

Community Branding, Urban Identity

Whittier is my college town—a small, historic place with a unique charm. Seeing how it has long struggled with decline, empty storefronts, and fewer visitors, I set out to reimagine Uptown Whittier as a vibrant, community-first destination rooted in history, creativity, and local entrepreneurship.

Rooted in Place

The main concept is to rediscover the past and bring it into the present. The color palette pays homage to Whittier’s citrus heritage—once home to the famous “Quaker Brand” citrus—while the pattern draws from the city’s iconic National Bank building.

From Empty to Inviting

One of my goals was to attract both major chains and local entrepreneurs to Uptown Whittier and transform its empty storefronts. To achieve this, I designed window coverings with inviting messages and site-specific patterns to reimagine these vacant spaces as welcoming and full of potential.

Signs of Whittier

Beyond targeting Uptown Whittier locals, I designed banners for sidewalks, highways, and other high-visibility locations to attract visitors who have never experienced Uptown before.

Crossing History

I paved the crosswalk with patterns inspired by local history, creating a new iconic landmark for Uptown—a public statement that invites people to interact with the city’s heritage in their everyday walk.

Discovering Whittier

This brochure, with a map as a wayfinding tool, was intentionally designed to guide people toward discovering the charm of Whittier through my favorite stores and iconic spots.

Landmarks of Identity

To highlight the concept of being rooted in history, I curated a booklet introducing six iconic landmarks, creating a narrative that supplements the brand.

Subtle Identity

For the stationery, I intentionally kept the design subtle and restrained, strengthen Uptown Whittier’s authenticity and credibility as a city of potential growth.

Connected Platforms

The website and social media were designed to extend the brand across platforms, promoting community events and inviting people to engage with and enjoy Uptown Whittier.