Mary Gibson

Visual Communication Design, 2023

Niche is a down-to-earth pop-up shop, housed within Target stores, dedicated to reliably connecting buyers and sellers of local goods in a lively and approachable setting. Busy young adults want to shop locally, but often face barriers when getting started. Meanwhile, local businesses aim to reach wider audiences but often lack the resources to do so. Niche aims to bridge this gap by reimagining your typical Target Run. Shopping locally offers the benefits of reduced environmental impact, stronger local economies, and increased community relationships. Rather than forcing shoppers to decide between the convenience of large retail chains and the benefits of shopping locally, Niche asks “What if you didn’t have to choose?”

The Niche microsite offers a space for shoppers and local businesses to connect digitally. Shoppers can then connect with businesses in person at Niche pop-up shops while also crossing items off their Target list. In partnership with Target, Niche believes encouraging socially conscious shopping habits can strengthen community identities.

View Thesis Documentation Here!

Mary Gibson is a Columbus-based designer driven by empathy and inspired by the opportunity to simply make everyday life more enjoyable for others. With a Bachelor of Science in Design in Visual Communication Design and a minor in Communication Technologies, she hopes to continue using creativity to solve problems professionally in the environmental branding field. In her free time Mary enjoys knitting, painting, and any other crafts she can get her hands on.