Smål Market
In today’s era of skyrocketing rents and one-click shopping, how does a small retail business get its foot in the door, let alone thrive, in 2025? Ballard Alliance, a Seattle nonprofit organization dedicated to supporting neighborhood vitality, took this challenge head-on with the creation of Smål Market: a new merchants’ collective and local shop incubator located in the heart of Ballard. Local creative studio People People worked alongside its long-time client, Ballard Alliance, to develop the market’s name, branding, and visual ecosystem (logos, signage, interior design direction, photography, and website) from the ground up.

Design
People People sought out a creative name that was at once memorable, uniquely Ballard, and succinctly conveyed the story of small shops thriving together under one roof. The project’s name and identity draw heavily from Ballard’s Scandinavian heritage: Smål, meaning “small,” represents the small businesses, while Market underscores the communal setting and prime Market Street location.

As a shopping destination hosting six unique stores, each with its own look and feel, Smål Market’s “umbrella brand” aims to visually unite all of the shops while allowing the distinct business identities to shine independently. Smål Market’s aesthetic takes cues from timeless, understated Scandinavian design. Specifically, the wordmark features a modern sans serif typeface with bold angles, and a core color palette of charcoal, cream, clay, and periwinkle anchors the brand with tasteful sophistication.

The Market
Smål Market’s vision is to help small businesses establish their first brick-and-mortar stores while creating a vibrant shopping experience for all. The initiative provides affordable shared retail space in a premier location, plus communal resources such as dedicated support staff and ongoing business education programming. The market will run a continuous cycle where, at the end of each year, participating businesses aim to transition to their own retail spaces, and Smål Market will onboard a new group of merchants.

Smål Market is funded in part through Congressionally Directed Spending secured by U.S. Senator Patty Murray in 2024. Funding is administered through the U.S. Small Business Administration (SBA).

Featured Merchants
People People helped bring to life a diverse and eclectic group of merchants, each with a unique story and offering. The branding creates a unified space that allows individual businesses to thrive together. The inaugural collective includes:

Ruby Laine Apparel: A self-expressive, design-driven streetwear brand known for small-batch drops of hoodies, sweatpants, and vintage denim.
The Team Store (Ballard FC & Salmon Bay FC): The official merchandise shop for Ballard’s community-focused semi-professional men’s and women’s soccer teams (aka football clubs).
Noir Lux Candle Bar: A community hub and apothecary offering handcrafted, phthalate-free soy candles with eco-friendly wooden wicks.
Riverbed Lifestyle: A purveyor of high-end, handcrafted ceramic goods and kitchenware designed for intentional living.
The Ballard Collective: A curated group of Seattle artists creating distinctive, quality works across mediums.
Visit Ballard: A store operated by the Ballard Alliance, celebrating local pride with branded merchandise and goods from community events.

People People’s comprehensive branding strategy for Smål Market helped create a strong foundation for these businesses, fostering a dynamic a