This project explores how graphic design impacts cultural homogenization in gentrifying areas. As working-class neighborhoods are “revitalized,” designers create visually “neutral” narratives to attract wealthier customers, often erasing the area's unique visual and historical culture.

The Oak Cliff neighborhood in Dallas, Texas, serves as a case study. Once known for its vibrant murals and creative community, it is now being transformed by luxury apartments and boutiques with minimalistic branding. This shift replaces the area's cultural identity with a sterile, homogenous aesthetic, alienating long-time residents.

The installation features four nichos hidden behind the framing of new construction, revealing the reality of what is being replaced. The fictional "New Oak Cliff" campaign uses "non-design" to appeal to wealthy newcomers, while nicho boxes behind the ads highlight stories of local culture, identity, home, and family.

Key stories include Casa Guanajuato, a community center preserving Mexican heritage amid gentrification pressures, and residents like Antonio Vargas and Sam Moss, who face displacement and loss of cultural self-perception. This work emphasizes the responsibility of designers to consider the social and cultural impacts of their work.