Dropping Pins Japantown
The Brief
Dropping Pins is a YBG Program Dedicated to supporting local businesses and showing community members how they can take action and do the same. I was allowed to take on part of the creative direction and content strategy for Season Three: Japantown.
The Opportunity
This project began as a call to action and education for Sacramento to learn about a thriving community of people that virtually dissappeared from the map thanks to the Capitol Mall Project in the 1950s. This was a social campaign that needed to educate while paying very close attention to the history, tone, sensitivity, and respect for the stories of these people both visualy and verbally. For this season, the Dropping Pins framework was built out into an educational touchpoint, that the pin drop touchpoint could springboard off of with our audience moving forard with the full historical context.
From there, it took off in multiple different directions after the social media campaign and pin drops. Other team members created the pins and merch items that listed the current and late businesses of Japantown. These were giveaway pieces we used to drum up more excitement and support during the Lunar New Year celebrations.
From there we were invited to give a presentation to local Luther Burbank High School, where I got the opportunity to design an educational deck. And Myself, accompanied by Shawn Kahan (the heart behind this campaign), got the opportunity to share this entire project with students.
It it now an ongoing project with the city that will soon have an informational memorial located in capitol mall. Stay tuned!
Dropping Pins Japantown
Campaign Design, Creative Direction
Designed at Yellow Brick Group
2021
︎︎︎︎︎︎︎︎︎
The Opportunity
This project began as a call to action and education for Sacramento to learn about a thriving community of people that virtually dissappeared from the map thanks to the Capitol Mall Project in the 1950s. This was a social campaign that needed to educate while paying very close attention to the history, tone, sensitivity, and respect for the stories of these people both visualy and verbally. For this season, the Dropping Pins framework was built out into an educational touchpoint, that the pin drop touchpoint could springboard off of with our audience moving forard with the full historical context. From there, it took off in multiple different directions after the social media campaign and pin drops. Other team members created the pins and merch items that listed the current and late businesses of Japantown. These were giveaway pieces we used to drum up more excitement and support during the Lunar New Year celebrations.
From there we were invited to give a presentation to local Luther Burbank High School, where I got the opportunity to design an educational deck. And Myself, accompanied by Shawn Kahan (the heart behind this campaign), got the opportunity to share this entire project with students.
It it now an ongoing project with the city that will soon have an informational memorial located in capitol mall. Stay tuned!
Dropping Pins Japantown
Campaign Design, Creative Direction
Designed at Yellow Brick Group
2021
︎︎︎︎︎︎︎︎︎
