Client MassDevelopment, TDI
Location Gateway Cities in Massachusetts
Scope Installation Graphics
Status 2017 – 2019

MassDevelopment’s Transformative Development Initiative (TDI) is a program for Gateway Cities designed to accelerate economic growth. TDI needed a visual identity for vacant storefront properties throughout these downtowns. The aspiration was two-fold: to beautify these storefronts and thus improve the quality of the street, and to market these spaces as ideal homes for active programs like a restaurant, maker space, or dance studio.

OverUnder developed a vibrant language of color, text, and texture as a set of design guidelines that could flexibly be applied to many types of storefronts. The goal was to attract passerby attention and force them to consider the value of having exciting activity in underutilized space. The design guidelines controlled for a number of parameters: opacity, word choice, color, and material.

  • Storefronts in Gateway Cities
  • This particular intervention occupied the ground floor of a commercial building at 526 Main Street in Worcester, which formerly housed a pawn shop
  • Storefronts in Gateway Cities
  • Before
  • Storefronts in Gateway Cities
  • After
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities
  • Storefronts in Gateway Cities