As part of our ongoing work with MassDevelopment’s Transformative Development Initiative, OverUnder worked with the City of Chicopee to reconfigure the perception of its downtown. This effort included a sustained public engagement process (both before and during the pandemic) in a variety of settings (in-person and virtual, large groups and individuals). Paired with social, economic, and physical research and analysis, it allowed us to develop an understanding of the local business needs and the community who rely on them. As a result, we designed a new graphic identity for the Center (including a logo, banners, and signposts); created a series of walking trails through the downtown (and an app to help navigate them); designed temporary socially-distanced public spaces; and assisted business owners to reconfigure their signage, shop fronts, and interiors.

View the branding effort.
View the signage & wayfinding effort.