Open laptop displaying a website called The Guardians with a red and orange background and a white logo of a hand with a bird, next to a smartphone showing a grid of app icons or images, all on a solid blue background.

Commercial District Lighting Initiative Design Strategy

January-May 2024
Clients: Cooper Square Committee and Fourth Arts Block
Role: Graphic and Web Design Lead; Association for Neighborhood & Housing Development / Morgan Stanley Community Development Graduate Fellow

The Guardians

Applications
Adobe Illustrator, Adobe XD, Squarespace, Canva

The Guardians is a creative installation by Mark Wilson Jr (artist) and Miguel Valderrama (lighting designer) honoring the small businesses, cultural organizations, and nonprofits who help sustain community and connection in the East Village / Loisaida neighborhood. This series of illuminated sculptures assembled from recycled sneakers and other materials were placed at a dozen locations across the neighborhood – each with a story to tell about the people and places that have, and continue to, represent the ethos of guardianship.

The Guardians was a collaboration between FABnyc and Cooper Square Committee, with the support of FAB members, East Village Independent Merchants Association (EVIMA), and NYC Small Business Services (SBS). As a Community Development Graduate Fellow from 2023-2024 for the Cooper Square Committee, I was responsible for developing a comprehensive design strategy— inclusive of branding, web design, social media, print materials, and informational signage— as the lead experience designer of the initiative.

Logo Ideation

Vector illustration of seven black and white flower and leaf designs in a horizontal row

Final Logo

A graphic with a gradient pink and orange background features a white silhouette of a guardian lion symbol on the left and the text 'THE GUARDIANS' in white capital letters to the right.

Social Media Content

A young girl with curly hair and a blue tank top stands with arms outstretched in front of a group of people singing on a stage during an outdoor event in New York City. The event promotes arts, culture, and community on the Lower East Side.
Black and white portrait of Miguel Valderrama with a bright smile, over a colorful background promoting the Guardians Artistic Team. The text introduces him as a lighting designer.
Sign for Veselka restaurant with outdoor seating in front, storefront with green awning, and Ukrainian flag colors in background, caption highlighting its history since 1954.
Colorful outdoor carnival ride with pinwheels and decorations, promoting La Plaza Cultural, a restaurant serving Ukrainian food in East Village since 1954.
Image explains that The Guardians is a creative installation honoring small businesses, cultural organizations, and nonprofits supporting community sustenance in East Village/Loisaida neighborhood.
A promotional poster for the Wild Project, a modern performance venue with an opening image showing people gathering indoors through a large door.
Black and white photo of artist Mark Wilson Jr. holding an artistic sculpture made of various objects, against a textured wall. The image is framed with a pink gradient background and includes text introducing Mark Wilson Jr. as part of the Guardians Artistic Team.
A group of people protesting outside a brownstone building with a pink banner hanging from the fire escape, which reads "RENT STRIKE!" in large letters. The protesters are gathered with signs supporting rent strikes and housing rights in Cooper Square, NYC.
A thank you message from The Guardians for supporting the NYC Commercial District Lighting Grant, funded by NYC Small Business Services, to improve lighting in commercial districts.
Screenshot of an Instagram profile page for 'theguardians.nyc' showing a grid of various posts including art, events, and portraits

Website

Computer screen displaying a colorful webpage for 'The Guardians' art installation, with a white guardian swan logo, orange and pink background, and logos of NYC organizations.

Postcards

Image showing a creative installation called '3 Headed Swan' in Goles, part of a project honoring small businesses, cultural organizations, and nonprofits in East Village / Loisaida neighborhood. The installation features illuminated, colorful, sculptural elements and is accompanied by an informational panel with a QR code, supporter logos, and contributor names.

Informational Signage

Informational sign for 'Large Swan' art installation on East 4th Street, featuring the guardian logo, map, and text describing the history and community significance of the site, along with logos of related organizations and a QR code.
GO BACK HOME 🏠
SEE MORE DESIGN 🧱
SEE MORE RESEARCH 🗺️
SAY HELLO 👋