by Natasha Khairullah
Staff Writer
This month’s Art Walk will provide some attendees with more than just a self-guided art tour – they’ll get some West Coast perspective on Urban Design.
Roughly 75 city employees, developers and designers interested in public works projects are scheduled to attend a lecture presentation titled, “District Branding: Design and Community Identity” Wednesday in the loft space above the Burrito Gallery on Adams Street.
The event, sponsored by Jacksonville Economic Development Commission (JEDC) and the Jacksonville chapter of the American Institute of Graphic Arts (AIGA) will discuss how a community defines its vision of the future as well as how that vision can be integrated into the fabric of that city.
The guest speaker for the event is San Diego-based specialist in urban design and district branding Bennett Peji who will explore how to discover and define what distinguishes neighborhoods, communities, and cities in order to build a clearer, sustainable identity.
According to event organizer Jeff Harrington, who is also a local graphic designer and AIGA member since 1995, the goal of the event is for attendees to learn more about the value of the design process.
“Jacksonville’s Downtown is growing and we have a unique opportunity to manage that growth the right way, starting from the core,” said Harrington. “We hope attendees will learn more about the value of the (design) process and how designers bring a unique perspective and skill set to the challenges of branding, especially when it comes to branding locations.”
Peji will be in town from March 6-11 to judge the city’s ADDY Awards, and according to Harrington, volunteered to make the presentation.
Peji is an AIGA National board member and a Commissioner of Arts & Culture for the City of San Diego. His firm, Bennett Peji Design, specializes in helping the revitalization of cities and cultures through urban design and district branding.
“Bennett is one of the most recognized designers in the United States and currently serves on the National AIGA Board, a very high honor,” he said. “His experience managing District Rebranding projects in San Diego could put a greater focus and emphasis on the needed brand enhancement of our Downtown.”
Besides business and community service awards, his firm has received over 200 national design awards. Peji is a co-founder and regent of the Baja California Missions Foundation, founded to renovate and preserve the historic missions in Mexico.
Jessi Bruton, associate art director for Burdette/Ketchum helped organize and promote the event through the use of the local “blogosphere” – specifically Jaxopolitan.com and theurbancoredotcom.blogspot.com. Bruton said the response so far has been overwhelming.
“Without any print or direct mail promotion, we exceeded our goal for RSVPs,” she said.
“Urban Core revitalization is something that I’d like to see more of Downtown. We’re well on our way, with clubs on Bay Street, and bars and restaurants scattered throughout Downtown, but we’re not there yet.”
Bruton said ideally, through the help of events such as this one, stronger revitalization can occur.
“Every night Downtown should look like an Art Walk night,” she said. “With well-lit streets and small groups of people cruising the sidewalks for the next great venue.”