This place-branding project explores how strategic storytelling can reshape perceptions of a community. Rather than focusing on Gainesville's well-known destinations, I chose to highlight Southwest Gainesville—a vibrant, diverse and highly walkable area that is often overlooked despite its thriving local businesses, cultural richness and strong sense of community. The goal was to challenge common assumptions by revealing a side of Gainesville that many residents and visitors never experience.
Designed as an interactive digital guide, the project combines user experience design, photography, writing and visual storytelling to celebrate the neighborhood's unique identity. Through curated recommendations, local businesses, public art, green spaces and sustainable living opportunities, the guide invites users to experience Southwest Gainesville as a destination where urban convenience and neighborhood charm coexist. Every design decision was intended to create a sense of place while encouraging exploration, connection and community pride.
More than a travel guide, the project demonstrates my belief that successful branding is about uncovering authentic stories and helping people see familiar places in new ways. It reflects my passion for human-centered design, community engagement and creating experiences that inspire people to connect more deeply with the places they call home.
