GNOME SCOUTS

Branding Identity, System Design, Literacy Center

826 National is a non-profit dedicated to promoting literacy and tutoring services to children across the United States. Each location also features a retail space themed around the city and state in which it is located. 826 Oakland Gnome Scouts acts as a fictonal exploration of what an 826 store could be if located in Oakland California. Inspired by the city’s hisory of social justice, advocacy, and community as well as the natural landscape of the redwood forest and the mysterious culture of gnome street art paintings. 

826 Oakland serves as a whimsical network of neighborhood advocates and scouts looking out for the underdog and learning how to help their community and planet along the way. I created a set of recognizable gnome figures, inspired by the lovable little misses and misters, to act as mascots for the children to look up to. Badges and stickers reward them for their positive actions in a system similar to Boy and Girl Scouts. Merchandising reflects this idea with a layered patch style and organic color schemes.