A D.C. based creative agency has commissioned a mural to highlight the city’s resilience and bring awareness to pandemic relief resources.
The Creative Theory Agency is a “culture-focused marketing agency” created in 2015 to utilize art and visual content to help translate “pivotal cultural moments” authentically and honestly. The team recently partnered with Capital One and art designer Gregory Fisk to commission a 2,500 square foot mural in Washington, D.C.’s Union Market. The interactive art installation is focused on telling the story of perseverance amidst the pandemic.
Dubbed the “R Mural Project,” the word resilience is painted in bold, colorful letters surrounded by smaller sidewalk installations featuring a digital interactive portal that provides on-demand pandemic relief resources and highlights minority-owned business. The digital portal also features 60-second stories of resilience from people all over the city to spark community-wide conversations during a time where most Washingtonians feel isolated as a result of quarantine and social distancing.
The Creative Theory team spoke to Because Of Them We Can, saying that despite the pandemic and the emotional tailspin that has been 2020, they wanted to focus on creating something that would connect people and let them know they’re not alone.
“None of our lives are devoid of challenges or struggles. Without a doubt, we all face moments of uncertainty. These junctures often present us with an ultimatum – give up or keep going. Most of us have made it thus far because, at some point, we chose to keep moving no matter how ugly or grim things may seem,” the team told BOTWC.
D.C.’s Union Market is a hub for locals and tourists alike, featuring dozens of places to shop and eat as well as outdoor events and art installations. Art director Gregory Fisk said the market was an ideal location to “create a celebratory space to inspire community conversation and encourage the public to reflect on and share stories of resilience.” Capital One chose to get behind the mural efforts to help continue addressing the changing needs of communities disproportionately impacted by the pandemic.
Visitors and minority business owners can access on-demand pandemic relief resources utilizing their phones while at the installation. The digital portal includes mental health resources for Black and brown communities, foodservice distribution centers and a link to a job portal for those looking to get hired and employers looking to fill open positions. There is also a collection of minority-owned businesses ranging from beauty products to PPE items, various grants available to those impacted by the COVID-19 and racial pandemic, and educational resources spotlighting immigration; Black Lives Matter, and intersectionality.
Creative Theory co-founder Tamon George said the mural is art, but it is also a comprehensive tool providing necessary resources for those most impacted during this time. “The mural just goes to show that we’re really all in this together, the struggle might feel solo, but to rise out, we’re going to need to stand together,” George said.
Photo Courtesy of Creative Theory Agency