A vibrant, multi-format brand identity and promotional campaign for "At The Beach," a fictional family-friendly surf and coastal festival set in Huntington Beach, California.
Role
Art direction, graphic design
DELIVERABLES
Brand identity, poster series, digital banners, event passes, merchandise, website concept
CoNTEXT
University project (Grade: 80)
TOOLS
TOOLS
Photoshop, Illustrator, InDesign, Pexels, Adobe Stock
THE CHALLENGE
Huntington Beach, California—known internationally as "Surf City USA"—hosts major sports competitions, but lacked a holistic, family-oriented community festival celebrating its iconic beach culture. The objective was to design a approachable, multi-touchpoint visual identity that captures the city's coastal energy.
THE SOLUTION
Built around the welcoming concept of "At The Beach," the identity uses a relaxed, slightly imperfect aesthetic to convey friendliness and community connection. The flexible naming structure allows the brand title to seamlessly complete campaign taglines (e.g., "Relax... At The Beach", "Play... At The Beach").
Posters
Merchandise and festival passes
Website mockups
