Happy Motoring

The project began with a community get together where local residents shared ideas for the revitalization while enjoying a pop-up art gallery and campfire coffee roasting.

The brand design drew inspiration from vintage road travel, navigation maps, and mid-century modern aesthetics, blending retro elements with contemporary Southside Tallahassee culture to create a bridge between tradition and progression. I developed a comprehensive visual identity including logos, icons, patterns, and branded elements that captured the station's heritage while positioning it as a gathering place for cultural activities. The project included designing a custom Squarespace website template, creating handcrafted leather collateral for founding team members, and organizing community events like Battle of the Boards, an illustration competition inspired by Creative South's Ink Wars.

The completed space featured rotating tenants including coffee shops, a bar with a hand-painted sign by Stephen Leacock displaying a Ralph Waldo Emerson quote, and food trucks, while the front lawn hosted diverse community events that received recognition in publications like the Bitter Southerner. In 2023, the space evolved to become South Station TLH with a rebrand by Stephen Leacock, continuing its role as a crucial connector between Tallahassee's downtown and southside neighborhoods.