Shop Every Block
event branding
2023
fcb chicago
I had the joy of designing the branding system for Shop Every Block, a once-a-year event hosted by FCB Chicago’s Diversity, Equity, & Inclusion group. The event was created to celebrate and support diverse creators, inviting local small businesses from across Chicago to set up booths and sell their handmade, locally sourced goods for a day of community and connection.
The name Shop Every Block reflects the event’s mission—giving attendees the opportunity to shop from every corner of Chicago in one place. To capture that spirit, I designed a visual system that felt vibrant, warm, and handmade. Using hand-drawn illustrations, a quirky, approachable wordmark, and a wide-ranging color palette, the branding celebrates the individuality and creativity of each vendor. This was such a meaningful project, and I’m incredibly proud to have created something that helped uplift local makers and bring the Chicagoland community together.
event wordmark
For the Shop Every Block wordmark, I intentionally mixed uppercase and lowercase letterforms to visually represent the event’s core idea: diversity and individuality coming together to form a vibrant whole. Each letter feels slightly different, yet they all work harmoniously—much like the diverse makers and communities the event brings together. The geometric qualities of the typeface also echo the simple shapes used throughout the broader design system, creating a cohesive visual language.
graphic shapes
To bring a sense of whimsy and versatility to the visual system, I created a library of hand-illustrated shapes that could symbolically represent the variety of goods for sale at the event. Since Shop Every Block is a recurring event and the vendor lineup changes year to year, I avoided literal depictions and instead leaned into abstract, interpretive forms.
Some shapes may hint at familiar items—a donut, a vase, a bowtie, a ceramic piece—but they remain intentionally ambiguous, allowing viewers to bring their own interpretation. This approach not only future-proofs the system, but also reinforces the idea of discovery and diversity. These shapes became the defining graphic asset of the brand, bringing energy, texture, and a playful rhythm to every touchpoint.
event animation
To activate a large blank wall in the event space, I envisioned a playful, eye-catching animation that would draw people in as they passed by. I collaborated with an in-house animator to bring this idea to life, creating a looping animation that quickly became a beloved staple of the event.
The animation features a quirky illustrated shopping cart being filled with an overflow of graphic shapes—symbolic stand-ins for the many unique goods sold at the event. As the cart overflows, the shapes tumble out in a whimsical cascade, then gently land into place, forming the Shop Every Block wordmark. The final piece added a layer of fun, movement, and charm to the space, delighting both vendors and attendees.
