san diego City Branding
I created this San Diego city rebrand as part of a 2024 typography project, inspired by my personal connection to the city—I got to live there as a teenager and still visit my family out there once a year. I’ve been in love with the spirit of San Diego ever since.
This project celebrates that spirit—its vibrant energy, rich history, and laid-back coastal charm—through a bold new visual identity. I designed a custom logo, color palette, icon set, wayfinding signage, outdoor ads, merch, and a website mockup.
Role: Graphic Designer, Brand Strategist
Tools: Illustrator, InDesign, Photoshop, Figma
Project Type: City Rebrand, Typography, Tourism Campaign
What I Created:
Built a San Diego-inspired moodboard.
Designed a warm, coastal logo.
Selected typography and crafted a custom color palette.
Illustrated local landmark and wildlife icons.
Created wayfinding signage and tourism collateral.
Designed branded merch, including a surfboard.
Mocked up a responsive tourism website.
overview
One of the biggest challenges in this project was finding a branding direction that truly captured the spirit of San Diego. With so many iconic elements—historic landmarks, coastal beauty, and laid-back vibes—it took time to land on a style that felt authentic and cohesive. A mood board helped guide my choices, ultimately leading to a design that celebrates the city’s charm, culture, and natural appeal. This project pushed me to balance creativity with cultural representation, and I’m proud of how it invites others to experience the magic of San Diego.
the challenge
moodboard and type exploration
San diego — America’s Finest City
kick off the branding, I built a moodboard inspired by San Diego’s tagline: “America’s Finest City.” I wanted to nail that friendly, relaxed vibe the city’s known for—think timeless charm meets beachy sophistication. Pulling from historic architecture, coastal landmarks, and vintage travel posters, the board set the tone: welcoming, elegant, and unmistakably San Diego.
For typography, I searched for a clean, modern sans-serif that felt approachable but polished. After exploring a few options, I chose ITC Avant Garde Gothic Pro—its rounded forms and sleek structure perfectly matched the city’s sunny, upscale energy.
Typography & Color System
I fell in love with the colors of San Diego through moments I’ll never forget—like eating ice cream at Sunset Cliffs while watching the sun fade into the ocean, the sky lit up in fiery oranges and golds. Or spending hours at La Jolla Beach with my brother, catching wave after wave under a sky so blue it felt endless. Those vibrant, sun-soaked memories inspired every color choice in this palette.
I chose ITC Avant Garde Gothic Pro for its clean, geometric structure and friendly rounded edges—perfect for a city that blends timeless charm with vibrant energy.
Sea, seals, and sunshine– what more do you need?
This San Diego logo was inspired by one of my favorite childhood memories—getting hot chocolate with a tower of whipped cream at OB Pier, watching the ocean, and spotting a seal swimming between the pier pillars. That moment, and countless others by the beach, made me realize how much the seal reflects the spirit of San Diego.
Logo
banners and posters
To bring the San Diego brand to life, I created banners and posters inspired by places close to my heart—like watching endless sunsets at Sunset Cliffs, exploring Balboa Park with my aunt, collecting sand dollars near the Hotel Del, and walking the grounds of Cabrillo Lighthouse with my grandparents, watching ships on the horizon.
These pieces were designed to feel personal, warm, and inviting—celebrating San Diego’s spirit while encouraging others to explore its magic.
Wayfinding
san diego — forever exploring.
My goal in creating the wayfinding system was to design symbols that were both letters and icons representing what San Diego is known for—making navigation fun, memorable, and intuitive.
This system blends typography and iconography, making the experience of exploring the city both practical and visually engaging while telling the story of San Diego.
website mockup
This website mockup was created as a bright, welcoming digital space to support the San Diego rebrand—capturing the city's sunny spirit and encouraging tourism through intuitive design and vibrant visuals.
VISUAL DESIGN & BRANDING
The visual direction takes inspiration from San Diego’s beachside landscapes and iconic coastal energy. Custom wayfinding icons inspired by local wildlife, landmarks, and neighborhoods give users a fun, visual way to navigate the city’s many offerings.
USER EXPERIENCE GOALS
The site is designed for tourists and locals alike. Each section was designed with hierarchy and flow in mind, ensuring users can easily find what they’re looking for, whether that’s planning a weekend getaway or discovering hidden gems in their hometown.
surfboard design
Surf’s up, worries down.
Inspired by stories of my dad and uncle sneaking out at dawn to surf before school, I designed a custom surfboard to capture the spirit of San Diego’s surf culture.
As a fun brand extension, the board features the bright orange San Diego logo—complete with the playful seal and sun—at the top, making it instantly recognizable. Below, wavy patterns in La Jolla Blue, Torrey Pines Turquoise, Sunset Cliffs Orange, and Coronado Yellow bring energy and movement, echoing the city’s iconic coastline.
More than just merch, the board celebrates San Diego’s sun-soaked lifestyle and love for the ocean.
