02 · 2024
Azalea's Market
A community centered grocery concept built to address food access in downtown Atlanta.
- Client
- City of Atlanta & Savi Provisions
- Role
- Marketing Strategist
- Year
- 2024
- Platforms
- Photoshop, Illustrator, InDesign, Figma, ChatGPT, Keynote
Overview
Azalea's Market is a community centered grocery concept created to address food access challenges in downtown Atlanta.
As Marketing Strategist, I led research and overall strategy for a SCAD team in partnership with the City of Atlanta, Savi Provisions, and IGA, developing a sub brand grounded in local values and neighborhood needs. The work spanned cross functional collaboration through to a final concept presented to Mayor Andre Dickens and executive leadership.
Downtown Atlanta is a food desert.
Many residents live with limited access to fresh and affordable groceries, federally recognized food desert status, with few full service markets within walking distance. Families end up relying on convenience stores. The gap impacts health, equity, and overall community wellness.
Built for the people the system overlooks.
Designed for residents and workers in downtown Atlanta, prioritizing working families, college students, and local business employees who face limited proximity to grocery stores.
Working Families
Stability matters most.
Built for families needing fresh food within real budgets. Affordable pricing, walkable access, and culturally relevant essentials make healthy weekly shopping practical.
College Students
Independent living, limited budgets.
Supports students navigating busy schedules and tight finances with grab and go meals and affordable fresh staples.
Local Business Workers
Built for the midday rush.
Serves the downtown workforce with fresh prepared foods and quick checkout for accessible healthy lunches within walking distance.
A name with intention.
The decision to name the market Azalea's was intentional and strategic. Personifying the brand transforms retail space into something community rooted: Azalea represents resilience and growth, symbolizing progress, renewal, and movement toward greater access and opportunity.
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Rooted in resilience, accessibility, and neighborhood pride.
Every visual and verbal element was designed to feel welcoming, trustworthy, and reflective of the community Azalea's serves.
The strength of the strategy and community alignment resulted in $12 million in funding.Outcome
Built to embed into downtown's daily rhythm.
The plan was designed to build trust, drive awareness, and embed the brand into the daily rhythm of downtown, through local partnerships, community events, targeted digital outreach, and accessible pricing communication, with a focus on long term engagement rather than launch noise.