Sun & Sea Festival
This conceptual rebrand takes an existing nonprofit festival in Southern California and rebrands it with a fresh new logo, color palette, brand pattern, and touchpoints.
SUMMER 2024
BRANDING
STUDIO PROJECT
OVERVIEW
OVERVIEW
OVERVIEW
The Sun & Sea Festival is an annual event that takes place in Imperial Beach, California. What started as the U.S. Open Sandcastle competition in 1981 eventually morphed into a celebration of community, the beach, and—of course—sandcastles.
This rebrand highlights these core values while combining the organic imagery of the “sun and sea” with the more structural detail that comes with the art of sandcastle building.
The Sun & Sea Festival is an annual event that takes place in Imperial Beach, California. What started as the U.S. Open Sandcastle competition in 1981 eventually morphed into a celebration of community, the beach, and—of course—sandcastles.
This rebrand highlights these core values while combining the organic imagery of the “sun and sea” with the more structural detail that comes with the art of sandcastle building.
LOGO PROCESS
LOGO PROCESS
My process started by exploring landmarks unique to the city of Imperial Beach, and then by exploring the imagery that first comes to mind with the words "sun and sea." Both of these options felt expected and rather on-the-nose, so I went back to the origin of the festival itself: sandcastle building.
My process started by exploring landmarks unique to the city of Imperial Beach, and then by exploring the imagery that first comes to mind with the words "sun and sea." Both of these options felt expected and rather on-the-nose, so I went back to the origin of the festival itself: sandcastle building.
PROCESS
LOGO PROCESS
My process started by exploring landmarks unique to the city of Imperial Beach, and then by exploring the imagery that first comes to mind with the words "sun and sea." Both of these options felt expected and rather on-the-nose, so I went back to the origin of the festival itself: sandcastle building.
FINAL
FINAL
BRAND PATTERN
BRAND PATTERN
As a direct foil to the structural nature of the final logo, the brand pattern brings back an organic feeling through hand-drawn illustrations of objects commonly associated with the beach.
As a direct foil to the structural nature of the final logo, the brand pattern brings back an organic feeling through hand-drawn illustrations of objects commonly associated with the beach.
FINAL
LOGO PROCESS
My exploration started by exploring landmarks unique to the city of Imperial Beach, and then by exploring the imagery that first comes to mind with the words "sun and sea." Both of these options felt expected and rather on-the-nose, so I went back to the origin of the festival itself: sandcastle building.