Social Impact / Nonprofit Arts Collective
Bright, Playful, and Bold:
A Neobrutalist Refresh for
PDX Sidewalk Joy
Joy, Remapped
A community-driven initiative based in Portland, Oregon, PDX Sidewalk Joy maps and promotes small, playful, outdoor installations in neighborhoods - toy swaps, puzzle libraries, tiny galleries, seed exchanges, rubber-duck trades and other whimsical curb-side or front-yard community exchanges.
PDX Sidewalk Joy brings vibrant, interactive installations to sidewalks and front yards in Portland. With an eye on scaling up their project, this rebrand establishes a visual identity reflective of their mission, enhances digital and physical presence, and elevates the impact of their communication and growth.
A quick mood board and UI library set the visual direction and design language early in the rebrand, defining color palettes, typography, imagery, iconography, and interface elements.
This practice creates a shared visual vision, acting as a creative compass that ensures consistency and streamlines later stages like wireframing, prototyping, and final design.
Low-fidelity wireframes utilize a design kit and stand-in elements to outline navigation, map integration, and storytelling flow. This phase level-sets stakeholders on expectations, and refines usability and content priorities before moving into visual design and branding.
Style Benefits to the Brand
Reflects Authenticity: The neobrutalist approach feels honest, human, and locally grounded — echoing the DIY, community-built nature of the project.
Enhances Playfulness: Bright color pairings and dynamic layouts bring an element of delight and spontaneity that matches the spirit of discovery behind each “joy spot.”
Increases Recognition: A bold, modern aesthetic sets Sidewalk Joy apart from other community or arts initiatives, creating stronger recall and shareability across digital and print touchpoints.
Bridges Physical & Digital: The tactile, “street-art-meets-interface” vibe connects the real-world joy installations to their online map, making the entire ecosystem feel cohesive.
Final Proposal
The rebrand embraces a bright, playful, neobrutalist visual style - using bold color blocks, simple geometric shapes, and unapologetically graphic elements to mirror the creative, grassroots energy of the Sidewalk Joy movement. This direction transforms the brand from a charming local project into a distinct, recognizable visual identity that feels both accessible and artful.
The new design language celebrates imperfection and personality — much like the installations themselves. The use of vibrant palettes, oversized type, and tactile UI textures evokes the feel of handmade signs and community art, connecting digital experiences to real-world creativity.
Key Opportunities
As part of the rebrand, updated user workflows and map interactions were proposed to make it easier for visitors to find, explore, and contribute joy spots.
Simplified Submission Flow: A clearer step-by-step process for adding new installations — with guided prompts, image uploads, and location tagging.
Enhanced Map Filtering: Visitors can filter spots by category or neighborhood, to improve discoverability.
Improved Mobile Experience: Responsive interactions and touch-friendly navigation make browsing the map smoother for mobile users.
Joy Spot Detail Popovers: Each pin opens a clean, focused panel with images, directions, and share options — making it easier to learn about each site without leaving the map.