A- Invest South/West is an improvement initiative from Mayor Lightfoot that will bring economic development to under-resourced neighborhoods on Chicago’s South and West sides.

B- First-ever, Chicago Pritzker Traubert Foundation Winner, Auburn Gresham, was awarded 10 million for its “Always Growing, Auburn Gresham” plan. The new grant will support projects that spur economic development and improve well-being and safety on Chicago’s South Side.

C- We were tasked with bringing a concept to life; addressing the economic needs of the underserved Auburn Gresham community via an innovative food hall project. We conceptualized the living building, "Off The Nine," and established branding that embodies the essence of the Auburn Gresham community. Furthermore, we developed a comprehensive business plan that won the prestigious Chicago Pritzker award of $10 million, thus enabling the project's inception.

A- We conducted extensive research into the community and history of Auburn Gresham.

B- We went on tours around Auburn Gresham provided by Shermann Dilla Thomas, a Chicago urban historian and member of the community. We went to St. Sabina Church and met Father Pfleger, an anchor to the community for decades who has supported residents and fought for equal rights.

C- It’s vital to incorporate the people of the neighborhood and provide branding around what the community is all about. Good community branding is a promise a place makes to people. It is created over time and uses the imagery, feeling, and allegiance felt when people see the image of their community, whether it is a symbol that evokes history or progress, a tagline that builds pride of place, or colors and typefaces that signals a sense of place for the community.

A- Our strategy was to engage the public in a process that asks them to dive deep into their sense of place and hopes for the future of the place they live and work. Our goal with this “living building” is that it would be the heart of Auburn Gresham. As the market and food hall will be the heart, Auburn Gresham will be the beating pulse, pushing life back into the space while creating a platform for expression, art and community. The people of Auburn Gresham will give it life and the market will merely be an opportunity for growth to bring about positive change to the neighborhood.

B- Every neighborhood needs a personality, an “identity.” a way to refer to its entire community and people in a positive way. We wanted Off The Nine to be the heartbeat of Auburn Gresham. the center of community activity that gives life and hope to the neighborhood. a way to invigorate and propel change in the landscape of the community.

A- Our goal was to create a “living building” that would be the heart of Auburn Gresham. As the market and food hall will be the heart, Auburn Gresham will be the beating pulse, pushing life back into the space while creating a platform for expression, art and community. The people of Auburn Gresham will give it life and the market will merely be an opportunity for growth to bring about positive change to the neighborhood.

B- The concept & the name - “Off The Nine” comes from everyone in the community affectionately referring to 79th street corridor as “The 9”. The name comes from its location being off the main intersection, and it’s direct connection to the residents of the neighborhood. THE 9 ICON is used in reference to “nine” in off the nine. The symbol that is combined with the number is derived from the adinkra symbol “think ahead.”It means aim high and think ahead, symbolizing forethought, planning and setting goals. We chose this symbol as a form of expression to incorporate in the branding, as the goal of this project is to bring about positive change within the community of Auburn Gresham.

C- Color palette - The term Pan-African colors can refer to two sets of three colors. Red, yellow, and green are inspired by the flag of Ethiopia. They are used in flags and other emblems of various countries and territories in Africa and the Americas to represent Pan-Africanist ideology. The UNIA founded by Marcus Garvey has a constitution which defines red, black, and green as the Pan-African colors: “red representing the noble blood that unites all people of African ancestry, the color black for the people, green for the rich land of Africa.” We decided to incorporate the strong bold green and black, as well as adding a bright yellow and gold to provide a sense of positivity, comfort, and passion.

D- Font selection - In many African cultures when we look at tribal, lines give identity. You know which tribe someone is from based on their markings, hence the lines in the logo. It also gives it a tribal and catchy feel to a very much African themed food hall market.

A- Development can impact a community quickly and in ways that change the narrative and perception of an entire neighborhood. This one commercial development will create up to 9 new businesses in Auburn Gresham, estimated to create over 75 new jobs, driving an estimated 200,000 visitors annually to Auburn Gresham, driving an estimated 4.7 million dollars in revenue.

B- The living building concept “Off The Nine” is designed to bring access to healthy food, food entrepreneurship, retail entrepreneurship,and community gathering into one shared space. The food hall model continues to grow and give small food entrepreneurs a lower risk start. We’re taking this model one step further.