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—always rooted in history, rooted in place. The color palette draws from Whittier’s citrus heritage, while the pattern is inspired by one of its iconic architectural landmarks, the National Bank of Whittier.

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.

From Empty to Inviting

Signs of Whittier

Beyond Uptown, I designed banners for sidewalks, highways, and other high-visibility locations to capture attention and spark interest in Whittier.

Crossing History

I paved the crosswalk with patterns inspired by local history, creating a new iconic landmark for Uptown.

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 serves as the core of the brand.

Subtle Identity

For the stationery, I intentionally kept the design subtle and restrained, believing that a level of authenticity strengthens Uptown Whittier’s identity.

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.