SFHDC wanted to develop a marketplace in the historical Fillmore District. In The Black is a creative and entrepreneurial marketplace providing Black-owned businesses with access to affordable retail space. Viscera was enlisted to develop a comprehensive identity for In the Black that includes the brand identity, the interior design of the marketplace, the e-commerce website including product photography.
SFHDC: In The Black
// Business Consulting
Viscera helped form the business structure, and launch the e-commerce and physical retail store that would become In the Black. Additionally, we worked with SFHDC to select businesses for the marketplace and establish processes and best practices for the operations of the marketplace, and provided consulting and education resources to the individual entrepreneurs.
// Branding + Website
Drawing from the urban grid and dynamic neighborhood vibrancy, Viscera created a brand that is fun and vibrant, while speaking to the deep roots of the community. The design maintains a cohesion across print and web elements and provides an umbrella brand that represents the diverse multitude of small businesses that make up the marketplace. With the identity established, we built a website that showcased all 20+ businesses and provided them a web presence and a platform where they can sell their products online.
// Interior Design + Photography
Building off the vibrancy of the branding effort, and the need to house a broad range of product types, we transformed a dark, dingy space into a bright, modern open retail concept that houses more than 20 different brands under one roof. In addition to the interior, environmental graphics and signage design, we also performed the construction management, partnering with local consultants and general contractor to ensure the vision of vibrant urban retail space was executed on a tight timeline and with a tight budget.
