The Ask.
Work with a team of 60+ SCAD students for 10 weeks and Collaborate with Atlanta Mayor Andre Dickens’ Office of Cultural Affairs, Savi Provisions, and IGA to design and brand an affordable grocery store in the heart of downtown Atlanta that will serve a community currently impacted by a food desert.
My Role.
Senior Brand Strategist
I served as a brand strategist on a 60+ student SCAD team, developing a sub-brand for Savi Provisions aligned with Atlanta’s community and stakeholders.
I led research and ideation across teams, ensuring the brand met the expectations of stakeholders. I also delivered the final brand presentation for Azalea’s Market at an exclusive event attended by Mayor Dickens, Savi Provisions CEO Paul Nair, IGA CEO John Ross, and senior SCAD executives.
$11.5 Million in funding
The Azalea’s brand concept was chosen by Savi Provisions CEO, Paul Nair and Atlanta Mayor, Mayor Dickens. They have since decided to open two new grocery stores under this name in 2025. One of these stores will be located in the heart of downtown Atlanta near the Five Points Marta station, while the other will be further south, near the airport.
Who is Azalea?
The decision to personify Azalea with the name Azalea’s was a purposeful one. The personification of the name creates a deeper emotional and personal connection with our target audience. Azalea is not only a symbol of the power this community has from enduring the hardships they have, but she is also a representation and moving forward and uplifting the community.
The UX Perspective
From a UX standpoint, Azalea was designed to feel like a trusted neighbor—familiar, approachable, and inspiring. By personifying the brand, we create a human-centered experience that resonates emotionally and functionally with our community. Every touchpoint—from store layout and signage to digital interfaces and delivery services—is guided by the core idea that Azalea is not just a store, but a companion in daily life. She represents progress, accessibility, and warmth, helping users feel seen, supported, and valued in their journey toward better, fresher living.
The Brand.
Azalea’s Market
The name Azalea’s comes from the Georgia State Wildflower. The Azalea is one of the most resilient flowers in the world, and given that this store is going into a food desert, we felt that the name represented the resilience of the people in this community (ie, the target audience).
A’s
The shorthand A’s was chosen to represent the store in a simplified way that will resonate with the community of Atlanta. Atlanta itself as well as it’s sports teams and businesses are often referred to using some form of the letter A (A Town, The Big A, etc.). This is a symbol of pride for Atlanta.
“Rooted In Quality”
This tagline represents the core mission of the grocery store itself: To provide fresh food, in a welcoming environment, to the vibrant downtown Atlanta community.
Illustration created by Delaney Williams
OOH & Product Advertising
As part of our final presentation to Savi Provisions CEO, Paul Nair, and Atlanta Mayor Andre Dickens, we went above and beyond the mandate of creating the initial brand and designed both a strategy and some initial executions for the grocery stores advertising.
The Marketing Plan
We developed a comprehensive rollout strategy for Azalea’s Market, covering everything from pre-launch buzz to post-opening engagement. Our plan went beyond branding to include community-driven campaigns and strategic touchpoints that positioned the store as a vibrant local hub.
