Beautification Campaign

See Good
A campaign for the beautification of Long Beach, California

What is the difference between looking and seeing?

This is the question we asked ourselves when given the task of beautifying Long Beach. As students at Cal State Long Beach we see the beauty in the city but as an outsider looking in it's not always the most welcoming city in southern California. So our challenge in this project was to show Long Beach in its best light, the place of good food, small neighborhoods full of life day and night, local foodie culture, great art and music.

The campaign essentially is built around changing a perception that outsiders may have of Long Beach while also adjusting the residents role in the city, creating involvement and meaningful participation. We spent months enjoying the city taking pictures, eating great food, going out and finding the true beauty in the city and came up with this campaign as a result.

Teresa English
Serena Chang
Emma Vallee
Sharon Park

All of the elements of our campaign are about stopping toconsider the good in Long Beach. For billboard advertisements we created customdrawn works of art that faded over time to reveal a message. The type would behidden in the artwork and as weather and time went on the message would berevealed.

The second advertising concept was to find beauty in a piece of architecture in the city which may otherwise be overlooked. This is a parking structure in downtown Long Beach that has an interesting history in the city.

As you walk by the parking structure you would see aviewfinder pointed at the wall of the building. When you look through theviewfinder you see the following images of the structure in history.

The parking structure, one of the first in Long Beach, was for the department store based in the city named Buffums. These pictures feature pictures of the exterior and interior of the store.

These pictures call the viewer to look beyond what they may normally overlook, to look beyond the surface.

Once a month local participating businesses would name a charity that benefited the Long Beach community and a portion of their profits that day would be given to the named charity.

This encourages residents to shop locally and supports the local economy and social services.

Stickers branded for the event would be found in the windows of the stores participating with the charity for that day written in. This local coffee shop is supporting Long Beach School District Art programs.

All of the advertising and events would lead to the web site where residents get more information about Long Beach, find out how they can get involved, view some great pics of their city and spread the word.

The home page, a featured picture off the See Good blog is seen here and changed daily.

The See Good blog users can upload pictures of good they see around Long Beach from their computer or smartphone.

The App designed to upload directly to the See Good blog. This user just took a pic of some street art and is uploading it now to the blog page.

Here's that users upload live on the blog.

Find businesses participating in the once monthly event on this interactive map of Long Beach, see info about the charity they support and the other ways, which they are involved in the local community.

This page shows businesses how to get involved in the event, individuals how they can volunteer or donate and answers other questions about the campaign.

Get Good stuff and strut your Long Beach beauty! See Good branded products are found on this page.

The last page changes the pace in the site to a campaign to give light to Long Beach. This program offers a way for residents to recycle old light bulbs into funding for the city to install streetlights, and homeowners to install solar powered yard lights. All this is to make the streets safer and brighter so we can see more good around town.