R.I.C’s Market

In November 2023, I participated in Make a Mark Charlotte which is a 12-hour make-a-thon, bringing volunteer creatives together to make beautiful work for local nonprofits who deserve it but may not otherwise have access or means.

I was partnered with Roots In the Community Market aka RIC’s Market which is a not-for-profit full-service grocer that will offer affordable healthy food where there is little or no access to it. I had a team of two marketing experts who handled the copywriting and strategy while I was fully in charge of the designs.

Because it was a 12 hour design sprint and I had limited access to the foundation’s owners, I created a few options for them to look at. My main concept was the Duke Energy building, one of the most recognizable buildings in Charlotte, with each root of the community they want represented. The logo can be adjusted to each city they choose to travel to next. I attempted to give them something modern and organic, multiple options they can utilize on various platforms and colors that are friendly, earthy and fresh.

Process

We got our assigned non-profit a month in advance of the design sprint, so our team leader set up a meeting in person with R.I.C’s founders. We gave them the space to explain their background and mission and then asked them specific questions about their audience and goals. From that meeting, we created a game plan of what we would focus on for that one day. I then created a mood board and started sketching out the branding for the company. From there I put together a style tile to present to the founders. Once they approved the initial branding direction, I created what you saw above and based all of the social media design examples around their new branding.

Marketing Strategy

My team members came up with a felt need campaign centered around caring for children in our community the same way we care for our animals. Because of time constraints, our team leader created the first two graphics and I created the last one. This would ideally roll out as a carousel on instagram or as an interactive facebook post. The idea is to get people to stop and think about where they put their money and visually display the cost breakdown for a meal to show people how easy it is to donate.

Proposed Social Media Feed

If you would like to learn more about R.I.C’s Market Foundation or feel compelled to donate to their cause, please visit their site for more information.