Role: Publication Design • Information Design • Layout Design • Visual Communication • Editorial Design
Client Background
The Watts Cultural Trail is a public art initiative led by the Housing Authority of the City of Los Angeles (HACLA), the Department of Cultural Affairs (DCA), and the Watts Towers Art Center Campus. The project sought proposals from artists and creative teams to design a cultural trail celebrating the history, resilience, and artistic legacy of the Watts community.
Challenges
- Traditional Request for Proposal (RFP) documents can be lengthy, text-heavy, and difficult to navigate.
- The document needed to communicate complex project requirements while remaining accessible and engaging to artists.
- Multiple stakeholders required a professional document that balanced civic credibility with creative appeal.
- Large amounts of information needed to be organized into a clear visual hierarchy without sacrificing detail.
Solution
To address these challenges, a comprehensive publication design system was developed to transform the RFP into an engaging and artist-friendly resource.
- Information Architecture
- Reorganized content into clear sections, including project overview, site information, scope of work, budget, timeline, evaluation criteria, and submission requirements.
- Publication Design
- Designed a multi-page layout that balanced text, imagery, and visual hierarchy to improve readability and navigation.
- Visual Storytelling
- Incorporated photography, site imagery, maps, and community-focused visuals to provide context and inspire stronger proposal submissions.
- Accessibility & Usability
- Developed consistent typography, page structures, and graphic elements that made complex information easier to understand and reference.