People People has created a full visual identity for a new shopping destination in Seattle’s Ballard neighborhood, Smål Market. Working alongside their longtime client Ballard Alliance, People People developed the name, branding, and visual ecosystem—logos, signage, interior design direction, photography, website. As a collective of six unique stores, each with its own look and feel, the “umbrella brand” brings cohesion across the experience while celebrating the individuality of every shop. People People sought out a creative name that was at once memorable and succinctly conveyed the story of small shops thriving together under one roof. As such, the project’s name and identity draw heavily from the historic Scandinavian neighborhood, Ballard: Smål, meaning “small,” represents the small businesses, while Market underscores the communal setting and prime Market Street location. Smål Market’s aesthetic takes cues from timeless, understated Scandinavian design. Specifically, the workmark features a modern sans serif typeface with bold angles, and a core color palette of charcoal, cream, clay and periwinkle anchors the brand with tasteful sophistication.
