•  Project Client:
  • American Institute of Graphic Arts, New York

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Identity Design Action: East New York (IDeA:ENY) improved communication channels between local service providers and the small business community, using a place-based campaign and a suite of engagement tools in the wake of rezoning and rapidly changing demographics in East New York, Brooklyn.

Project Context:

The Local Development Corporation of East New York sought to expand a network of proactive small business owners and community leaders, and expand its services and programs within East New York, a historically underserved region. This project derived from 2015 Neighborhood Challenge Grant supported by NYC Small Business Services (SBS) and New York City Economic Development Corporation (NYC EDC) to encourage innovation, support community and economic development, and solve local business challenges using “out of the box” thinking. Through participatory processes, this project sought to empower neighborhood-owned and run businesses to build a more vibrant place, and make crucial information and services more accessible in an area slated for large scale redevelopment.

Project Approach:

3×3, in collaboration with AIGA/NY and WSDIA, fostered collaborations among local community development and arts advocacy organizations to ensure the project was a culturally relevant tool for service providers to equip small businesses with vital information and encourage proactive behavior during a time of change. To ensure project outputs would be effective, 3×3 conducted design research to capture small businesses needs, and understand how businesses share and gather crucial information. This information was synthesized and translated into a report to guide the project’s design deliverables to ensure the project team could effectively address context-specific challenges and execute the campaign with a strong network of local community partners.

Project Outcomes:

Enhanced capacity building among local service providers, and fostered small business resiliency by employing a dynamic digital and place-based campaign to maximize visual impact for the client and the small business community. The multidisciplinary team utilized research insights to develop a series of design tools and outreach strategies, ranging from a SMS platform that shares critical information with small businesses to a community based poster series that highlights small business leaders and their community impact. This campaign identified small businesses’ unmet needs, promoted local resources for social impact, stimulated collaboration among organizations, and developed a platform for small businesses to organize and advocate for their needs.