Backed Up
Backed Up
2022
Brand identity, logo design, UX and UI design, copywriting.
After a year of severe flooding in New York City, residents are concerned about flooding in their basements, the deterioration of their plumbing and sewage systems, and affected modes of transportation. Upon driving in my own neighborhood of Queens, I had to maneuver past several double parked cars down a narrow street—and noticed that nearly the whole block had cars parked in their front yard; given the urban-residential construction of my neighborhood, this didn’t look right. After developing some research I came to find that although paving one’s front lawn is a common occurrence in this city (so as to make space for parking), it teeters on breaking zoning rules, and contributes to the much larger domino effect of mass flooding in New York City.
Backed Up is a company developed to combat stormwater runoff and encourage rain gardens and other modes of green infrastructure. The brand’s mission is to cultivate an environment where there are more gardens, greenery, and natural structures to counter flooding, sewage infiltration, and harmful pollutants from entering your water resources; and in turn, encourage pollination and spaciousness in your community.
The logotype is bold, playful, and contemporary—catering to a Gen Z/ millennial audience. The truck in the logo is part of the icon set and alludes to the origins of the brand. The gradient color scheme is fun, and engaging, and also represents earth and water to symbolize the backed up sewage and flooding that has inspired the brand. The black and white photography is meant to juxtapose the playfulness of the design elements and add a touch of sophistication.
The brand’s website utilizes HTML5, CSS, and JavaScript to create a live platform breaking down the company's backstory, uses, and offerings.