CREATIVE DIRECTION

PROJECT OVERVIEW

Client: Lloyd Farmers Market

Tools: Adobe Illustrator, Photoshop, Slack
Focus Areas: Brand Design, Event Design

Collaborators:

Photography: L. Lao

Printing: Minute Press

Project Management: Kayla Haynes

The Lloyd District in Portland’s central eastside has been making a comeback from a neglected, under-funded neighborhood to a vibrant community at the heart of the city. With a new multi-million dollar concert venue being developed in the area, the residential and business people of Lloyd are excited for positive change. A Farmers Market was on my list of goals as Marketing Manager for our superblock property, with ample commercial outdoor space to use for farms and vendors. Meticulous planning, networking, and organization went into the 2025 pop-up Market as a trial for ongoing summer Markets in the future. 

THE CHALLENGE

Farmers Markets are not unique projects, and the visual design of any urban market is not a priority when there are no stakeholders and investors backing it. Because I planned and coordinated the Market itself, I decided to make the Market’s design and advertising bold and unforgettable, because my standards are never lowered for ease, not possible. Creating a successful campaign to get the buzz going about Lloyd’s long awaited market will depend on making it look and feel professional from the start. 

The strategy

There is something special about urban Farmers Markets, maybe because of the crowds that attend: always dressed stylishly, on their way to brunch or show. It’s usually the closest thing to fresh farm-grown food available to folks in the city center, so people are enthusiastic to arrive and spend their time and money. Lloyd’s logo was inspired by old mid-century logos for the Lloyd Center, the city’s last mall. The rose to replace the o in ‘Lloyd’ reminds us that Lloyd is a hub for the Rose City’s treasured traditions, like the Rose Festival Parade route. Blending the look of the bold logo with a classic code and narrow-serif font make readability and retention easier. The fruits and veggies photographed are given a halftone pattern in Photoshop to make that retro vibe with modern color. The wayfair signage needs to be clear it is for the Farmers Market, since Lloyd has many promotional events and banners happening through the summer. The bold logo on the branded cream color is unmistakable at quick glance like the sidewalk decals to direct people to the Market’s location. 

The IMPACT

This will be a legacy event, recurring for years to come. Ensuring the design is timeless, and accessible long after I have left is the most important key. The vector logo, and brand guides are established, and archived for future use. Clear signs, banners and a simple website+social media are the starring actors for a successful campaign. The reach is even further when people post their experience at the Market and give the design new life, from a Market-goer's point of view.