End-to-end Human-Centered Design challenge around public green spaces and existing communities
The focus of this design research project was to better understand the historically underserved community of West Dallas as the city plans to build Harold Simmons Park in its backyard. After hours in the field coupled with thoughtful synthesis, we learned that West Dallas is a rich and vibrant asset for the future park; however, we discovered that even though West Dallas was a historic part of the city, few people knew the community existed, let alone the challenges West Dallas has faced. We saw this as an opportunity to build connection between a new urban park and a historically marginalized community.
Eventually, our proposed solution came down to this: visualize the community’s identity through a community brand as a way to communicate their presence; in other words: the fortress needs a flag.
In order to create a brand that authentically represented West Dallas, we conducted in-depth interviews with community members and an audit of the visual environment. Our team examined items such as street signs, building materials, paint colors, and graffiti art, which we translated into themes and values about West Dallas. According to our data, this community is resilient, proud and invested, and we saw this physically and abstractly represented in the visual environment.
After further brainstorm and synthesis, we decided on the brand “VIVA”, (or “long live” in English,) which reflected the majority Hispanic community and its multi-generational presence. Our team then built life-size letters for a public art installation along the Felix Lozada-Ronald Kirk Bridge that mimicked the resilience and pride we saw reflected in this community. This life-sized structure also invited interaction and was difficult to ignore.
After multiple rounds of prototyping, the “VIVA” brand became “VIVA West Dallas” and we even translated the life-size letters into a logo sticker that could be dissem- inated more quickly into the community for feedback. We believe, if the VIVA West Dallas brand is incorporated into the future park, it could encourage the local community to feel connected to the physical space, and, as a result, they can adopt it as one of their own.
One of the main themes that ran through the project was the impact a visual identity could have. In talking with residents of West Dallas about the new park they told us over and over that this "new park" wasn't really for them. They saw it as a place for outsiders, even though the park would literally neighbor their own community.
We chose to created a visual, interactive connection between the park and the neighborhood as a symbolic and physical connection between the two. In seeing themselves in the park, West Dallas residents would feel more connected to the space while the park would be more connected to the neighborhood.
The visual identity also served as a reminder of West Dallas presence to outsiders.
The focus of this design research project was to better understand the historically underserved community of West Dallas as the city plans to build Harold Simmons Park in its backyard. After hours in the field coupled with thoughtful synthesis, we learned that West Dallas is a rich and vibrant asset for the future park; however, we discovered that even though West Dallas was a historic part of the city, few people knew the community existed, let alone the challenges West Dallas has faced. We saw this as an opportunity to build connection between a new urban park and a historically marginalized community.
Eventually, our proposed solution came down to this: visualize the community’s identity through a community brand as a way to communicate their presence; in other words: the fortress needs a flag.
In order to create a brand that authentically represented West Dallas, we conducted in-depth interviews with community members and an audit of the visual environment. Our team examined items such as street signs, building materials, paint colors, and graffiti art, which we translated into themes and values about West Dallas. According to our data, this community is resilient, proud and invested, and we saw this physically and abstractly represented in the visual environment.
After further brainstorm and synthesis, we decided on the brand “VIVA”, (or “long live” in English,) which reflected the majority Hispanic community and its multi-generational presence. Our team then built life-size letters for a public art installation along the Felix Lozada-Ronald Kirk Bridge that mimicked the resilience and pride we saw reflected in this community. This life-sized structure also invited interaction and was difficult to ignore.
After multiple rounds of prototyping, the “VIVA” brand became “VIVA West Dallas” and we even translated the life-size letters into a logo sticker that could be dissem- inated more quickly into the community for feedback. We believe, if the VIVA West Dallas brand is incorporated into the future park, it could encourage the local community to feel connected to the physical space, and, as a result, they can adopt it as one of their own.
One of the main themes that ran through the project was the impact a visual identity could have. In talking with residents of West Dallas about the new park they told us over and over that this "new park" wasn't really for them. They saw it as a place for outsiders, even though the park would literally neighbor their own community.
We chose to created a visual, interactive connection between the park and the neighborhood as a symbolic and physical connection between the two. In seeing themselves in the park, West Dallas residents would feel more connected to the space while the park would be more connected to the neighborhood.
The visual identity also served as a reminder of West Dallas presence to outsiders.
The focus of this design research project was to better understand the historically underserved community of West Dallas as the city plans to build Harold Simmons Park in its backyard. After hours in the field coupled with thoughtful synthesis, we learned that West Dallas is a rich and vibrant asset for the future park; however, we discovered that even though West Dallas was a historic part of the city, few people knew the community existed, let alone the challenges West Dallas has faced. We saw this as an opportunity to build connection between a new urban park and a historically marginalized community.
Eventually, our proposed solution came down to this: visualize the community’s identity through a community brand as a way to communicate their presence; in other words: the fortress needs a flag.
In order to create a brand that authentically represented West Dallas, we conducted in-depth interviews with community members and an audit of the visual environment. Our team examined items such as street signs, building materials, paint colors, and graffiti art, which we translated into themes and values about West Dallas. According to our data, this community is resilient, proud and invested, and we saw this physically and abstractly represented in the visual environment.
After further brainstorm and synthesis, we decided on the brand “VIVA”, (or “long live” in English,) which reflected the majority Hispanic community and its multi-generational presence. Our team then built life-size letters for a public art installation along the Felix Lozada-Ronald Kirk Bridge that mimicked the resilience and pride we saw reflected in this community. This life-sized structure also invited interaction and was difficult to ignore.
After multiple rounds of prototyping, the “VIVA” brand became “VIVA West Dallas” and we even translated the life-size letters into a logo sticker that could be dissem- inated more quickly into the community for feedback. We believe, if the VIVA West Dallas brand is incorporated into the future park, it could encourage the local community to feel connected to the physical space, and, as a result, they can adopt it as one of their own.
One of the main themes that ran through the project was the impact a visual identity could have. In talking with residents of West Dallas about the new park they told us over and over that this "new park" wasn't really for them. They saw it as a place for outsiders, even though the park would literally neighbor their own community.
We chose to created a visual, interactive connection between the park and the neighborhood as a symbolic and physical connection between the two. In seeing themselves in the park, West Dallas residents would feel more connected to the space while the park would be more connected to the neighborhood.
The visual identity also served as a reminder of West Dallas presence to outsiders.
