Gage Park Latinx Council
Project Overview:
The Gage Park Latinx Council (GPLXC), founded in 2018 to address systemic inequities in Chicago’s Gage Park neighborhood, approached Wasena Creative for a comprehensive branding and visual identity ahead of their 5-year anniversary. As an organization rooted in mutual aid and community empowerment, GPLXC sought to formalize its identity and increase its visibility both locally and beyond.
About GPLXC:
GPLXC operates in Gage Park, a predominantly Latinx, immigrant, working-class neighborhood on the Southwest side of Chicago. The organization focuses on providing physical spaces for residents to receive support for their immediate needs while engaging in community education, organizing, and arts-based initiatives. GPLXC’s mission centers around addressing issues such as food insecurity, health inequities, and lack of green spaces, all while celebrating the vibrant cultural and queer identity of the neighborhood.
Our Approach:
Wasena Creative began the project with a deep dive into the history and culture of Gage Park, drawing inspiration from the neighborhood’s unique characteristics. The design process involved:
Stakeholder Conversations: We worked closely with GPLXC’s founders and community members to understand their experiences and the cultural dynamics of Gage Park. This allowed us to ensure that the branding would authentically reflect the community’s values and aspirations.
Community Research: Our research included surveying the neighborhood’s local businesses and gathering spots, as well as exploring the vibrant murals and historic landmarks. We focused on the last 25 years of change in Gage Park, particularly the experiences of immigrants and first-generation Americans.
Inspiration from Iconic Hand-Lettered Signs: A significant part of the neighborhood’s visual identity comes from the hand-lettered grocery store specials signs that adorn every business block. These signs, iconic to Gage Park, became a key source of inspiration for the new branding, serving as a nod to the neighborhood’s history and cultural resilience.
Design Principles:
Based on our research, we focused the branding on three core themes:
Celebrating Gage Park’s Beauty: We emphasized the patterns, colors, and vibrancy of the neighborhood, highlighting the positive aspects of the community.
Queer Identity: As GPLXC is unapologetically queer, we made sure this identity was central to the design, reflecting the organization’s commitment to inclusivity and empowerment.
Resource Gathering: The logomark was inspired by GPLXC’s role in bringing resources into Gage Park from across Chicago. The "X" symbol, made up of arrows converging from different directions, represents the gathering of resources into the heart of the community.
Results:
The rebrand was met with widespread praise and excitement. The hand-lettered design elements and the iconic "X" logo have become central to GPLXC’s identity, appearing on collateral, web platforms, social media, and physical signage. The new visual system has increased GPLXC’s visibility, particularly in the Chicago nonprofit scene, and contributed to fundraising success. The branding also seamlessly supported the launch of GPLXC’s second location, which focuses on health and wellness for the community.
