Concept, design and photography by Juan Cifuentes
The Unit is an urban reconstruction project attempting to bridge gaps in our society, specializing in the homeless community. The solution to the problem was to create an art gallery that showcases artwork from the homeless community.
The Unit embraces and respects their culture and lifestyle. The Unit wants to unite our community and give the homeless a place where they can be recognized for their talents. The Unit is their voice; therefore The Unit has to be very flexible, spontaneous, and outspoken. Its style is very raw and rebellious in order to identify us with the homeless community.
The Unit is a weapon of mass construction; its goal is to reconstruct our society with hard work, honesty, and respect. The Unit believes that with its creativity it can paint a better world by bridging the different cultures in our society.
The Unit adapts to changes in our society and also adapts to its new needs. Its involvement with the community will be a critical point to magnify the impact of our company in this world.
The Unit Believes
The Unit recognizes the homeless community as a part of our society, our job is to be the bridge that connects the gaps in the community and to give homeless artists a place where they can speak through their art and be recognized as artisans. The Unit will help them in any way it can, but not by trying to push them away from the lifestyle of their choice; but by helping them achieve their goals and by giving them the tools for their success.
A Different Point of View
The Unit is an art gallery that has a different take on art, it thinks different, it does not go by the rules, and it wants to give the art world a big twist. The homeless community is often rejected and looked down upon, but The Unit embraces the homeless community and lifts it up to a level where people would notice their talents and would hear their voice. It believes in the talent and potential that the homeless artists have. They bring a different point of view to the art world; perhaps it can be a wake-up call to society. This different point of view is also reflected on to the logo and other visuals of the brand.
Visual Elements: Photography
Photography is a very powerful medium that The Unit uses to express ideas and feelings through black and white pictures. They show the homeless lifestyle metaphorically through pigeons. The pictures are always black and white to show feeling without any other visual distractions such as color. They must have great contrast of brightness and shapes.
The Unit would be located in the surroundings of Downtown Los Angeles. Downtown is the perfect setting to show the artwork so people can get into the artist atmosphere and see their lifestyle and inspirations. The Unit will be located inside an old building or a warehouse on the outskirts of east downtown and the place will be accommodated for gallery exhibitions.
The letterhead, #10 envelope, and business cards are made from un-coated 100% recycled cardboard paper which allows the ink to bleed giving the print more texture and dimension. This concept came from cardboard signs that are made by homeless with black permanent marker. This style can also be translated to flayers, posters, and signs.