A research, design, and advocacy project in support of the efforts of
a San Gabriel Valley community to address long-term and site-specific pollution and its impact to air quality and toxicity.
Scope
School Team Project (4 weeks):
Esther Lee (Interaction Design)
Alejandra Cordero (Photography & Imaging)
My Role
I was in charge of the research, information design, logo design, and creating an infographic. As a team we collaborated on ideating, crafting campaign messaging, and the final visual development.
Introducing Avocado Heights
A suburban community located in the San Gabriel Valley. Historically, the area was known for its agricultural roots, particularly walnut and avocado cultivation. Today, it is a predominantly Latine community of about 13,000 residents, characterized by its unique equestrian suburban identity.
A grassroots environmental justice group focused on preserving the vaquero (cowboy) lifestyle and fighting expansion that threatens the Avocado Height's community's agrarian way of life.
"En defensa del agua, el aire, y la tierra."
"In defense of water, air, and land."
(Now known as Ecobat)
Located in the City of Industry, approx. 1.3 miles from Avocado Heights, Quemetco is a 13-acre facility operating secondary lead smelter that recycles (mostly) car lead-acid batteries and other lead scrap materials to recover lead for reuse.
According to Quemetco, they are "the cleanest lead recycling facility in the world and is committed to meeting or exceeding all applicable environmental standards."
But this is the reality…
The Department of Toxic Substance Control (DTSC) filed a civil complaint against Quemetco for 29 alleged violations of the California Hazardous Waste Law.
The South Coast Air Quality Management District (AQMD) found that Quemetco's air emissions presented an unacceptably high risk for development of cancer.
(Scauzillo, 2022)
70%
of Avocado Heights residents were
concerned about their health or the health of
others because of living near Quemetco
67%
of Hacienda Heights residents were
concerned about their health or the health of
others because of living near Quemetco
And during the time of this project in Fall 2023…
Quemetco had recently requested DTSC for a permit extension and installation of new equipment without public review…
Problem Statement
Avocado Heights, a majority-Latine community, has long fought against the environmental harm caused by Quemetco. Despite years of advocacy, their voices remain unheard, overshadowed by a powerful industrial entity. As a minority community, they face systemic barriers to environmental justice.
How can we advocate for Avocado Heights?
Process
Since a DTSC hearing in the community was coming up, we wanted to create a visual infographic to raise awareness to AHV's existing campaign, and to create a logo/slogan that the community could use for banners, social media, etc.
Reaching Out
Sketches
Capturing the Avocado Heights Community
Photo Ethnography
Alejandra visited Avocado Heights with her camera to document the community’s culture, spirit, and everyday life, capturing the area’s agricultural roots, equestrian lifestyle, and cultural diversity.
Documenting Quemetco
Alejandra also visited Quemetco’s facilities to photographed it from the outside, capturing a site that has long violated environmental guidelines and contributed to local pollution.
Final Designs
Campaign Logo
Building on the existing colors of the AHV logo, we refined our sketches to develop campaign logos with the bilingual slogan “Afuera Quemetco” / “Get Out Quemetco” to support the community’s advocacy efforts.
Visual Infographic for AHV's Instagram
Using Alejandra’s photographs, we designed a visual infographic to tell the story of Avocado Heights and their fight against Quemetco in a compelling format.
Prioritizing language justice, we ensured the message was accessible in both English and Spanish to reflect and represent the community’s voice.
Project Results
We sent the final deliverables to the AHV Instagram right in time, a few weeks before the DTSC hearing. They posted our infographic and campaign logo designs, gaining traction and mobilizing the community.
Sending the Designs
2023 Fall DTSC Hearing Results!
Reflection & Next Steps
Collaborating with a real grassroots organization and supporting a community whose voices are often overlooked has been both a meaningful and rewarding experience.
Alejandra and I plan to continue working with the Avocado Heights Vaquer@s to support their campaigns against environmental racism, stand with Cultural Sovereignty–Unión de Ranchos in opposing rodeo bans, and stay engaged in the upcoming DTSC Ecobat hearings :)