The Branding of the Neighborhood Flea by Harvest & Gather
When the idea for Pittsburgh’s next urban flea market was a mere name and idea, The Neighborhood Flea sought the creativity of Harvest & Gather to transform the idea into a brand and an experience. The company offers bespoke branding and event design for good gatherings.
Thommy Conroy and Quelcy Kogel, the duo behind Harvest & Gather, were inspired by the idea of the flea market as a temporary neighborhood. Each installment’s combination of vendors and patrons would create a growing community and a dialogue. The two likened this temporary neighborhood to Pittsburgh’s beloved tv personality, Mr. Rogers.
As children, Mr. Rogers would transport us, taking us on tours to the factory where crayons were made or behind the scenes of an airport. Mr. Rogers compassionately encouraged us to know our neighbors, learn about what they do and appreciate how they contribute to our community. These are the same values and goals for The Neighborhood Flea.
From a rough sketch, to more precise hand lettering, and finally a vintage textured digital file, the duo channeled the childlike wonder of Mr. Rogers to create The Neighborhood Flea logo. To convey the idea of a flea market, the pair pulled from their own vintage collections, as well as wares from Bess Dunlevy, of the Pittsburgh Vintage Mixer. They styled and photographed the flea market scenes you see on the website and fliers.
Harvest & Gather’s approach to branding and event design is centered heavily on handmade details, whether they be custom illustrations, calligraphy, silkscreens, painted backdrops or dramatic floral installations.
In addition to creating the brand for the flea market, they will be selling from their collection of custom wares for home entertaining, so be sure to visit them at our inaugural flea market.
See you soon!