DATUM is a lifestyle brand concept created through ArtCenter’s Designmatters program in collaboration with the U.S. Census Bureau to boost Census 2020 participation among underrepresented groups in Los Angeles - particularly among undercounted groups such as millennials, immigrants, and children.
I led the design and production of all physical prototypes, created data visualizations, and developed the user journey, translating demographic data into tangible experiences and products. My role also included designing and modeling a pop-up concept store, crafting a spatial and brand narrative that made civic participation culturally relevant for the LA community. DATUM translates census data into immersive physical, brand, and spatial experiences.