For the class "Design Ignites Change", our project was to rebrand a neighborhood undergoing massive gentrification from Harvard’s expanding campus. The first half of the course was spent doing research, interviewing dozens of decades-long local residents, immigrants, students, someone affiliated with Harvard’s Business School, real estate developers, and business owners, and government workers tackling the gentrification issue. We realized the best way to ameliorate the conflict was to hold an event that would showcase the vitality of the neighborhood and empower locals by bringing together neighbors, local businesses, musicians, and restaurants. From this idea, we produced the branding concepts and marketing deliverables for the neighborhood’s celebration.