Brand Development
DESCRIPTION
Downtown Long Beach Alliance is a non-profit organization committed to improving and promoting Downtown Long Beach through a wide range of programs and services that include advocacy, capital improvements, beautification projects, economic development, special events, marketing and communications.
I was hired as a freelance Graphic Designer to help guide DLBA's marketing team through campaign strategies that included logo design, various print/digital ads, and Annual Report development.
Working closely with the team's Art Director and copywriters, we successfully developed advertising campaigns that helped to promote a clean and safe Downtown Long Beach.
ROLE
Design, Illustration, Campaign Development
CREDITS
Samantha Mehlinger - Copy & Art Direction
Broc Coward - Creative Direction
Austin Metoyer - Copy
Broc Coward - Creative Direction
Austin Metoyer - Copy
DINE OUT & SHOP DTLB LOGOS
Both the Dine Out and Shop Downtown Long Beach logos were used to promote restaurants and businesses that recently opened in the downtown area.
The logos would be printed on street signage, and used in multiple digital ads and emails.
We wanted the logo to resemble the Downtown Long Beach skyline during sunset. This way we could easily incorporate the DLBA color gradient with recognizable buildings of downtown.
Early logo concepts
Final logo design
FRESH START LOGO
DLBA needed a logo for their Public Safety Committee's donation campaign entitled "Fresh Start". This campaign would collect bath towels and personal hygiene kits from businesses and residents to supply homeless service providers with showers serving Downtown's homeless population.
We wanted to create a "helping hands" concept that would encircle a simplified skyline of Long Beach. One hand contained the cool color gradient of the DLBA color palette, and the other used the warm colors. Effectively joining the two together in a circle.
The logo would be printed on hygiene kits and boxed bath towels.
Early logo concepts
Final logo design
ANNUAL REPORT
Designing the 2020 Annual Report was no small feat. Given the difficult time, we needed to keep budget and accessibility at the forefront of the design process.
We wanted to keep a minimal design concept paired with high quality photos to present an appealing aesthetic. I worked closely with the CEO and Marketing Director to design the basic layout and color scheme. I was then supplied all of the copy and photos to be effectively incorporated into each section of the report. Once each section was approved, we worked together to ensure that the whole report flowed together flawlessly.
DASHBOARD DESIGN
DLBA needed a redesign of their digital dashboard that highlighted the economic development of Long Beach. Their original design was too busy and dated, so I was hired on to give it an update.
I broke the design into six parts; a header, footer, and four text blocks highlighting each section. I also designed modern charts and line graphs based off of the updated information.
PRINT AD
This ad was a thank you to the investors who contributed to the development of Downtown Long Beach. It was printed in an issue of the Long Beach Business Journal.
We wanted to build the design around an amazing aerial photo of Downtown Long Beach, supplied by one of DLBA's photographers.
MOBILE FRIENDLY DIGITAL AD
DLBA needed a digital ad to accompany an ad in the Long Beach Business Journal that focused on downtown black-owned businesses.
I designed an easy to read map of the Downtown area with location pins of each business. Visitors could click on the ad and be linked to a fully automated map guide of the city.
DIGITAL MARKETING INFOGRAPHIC
DLBA wanted an infographic used to promote a webinar on small business digital marketing.
The graphic would be used on their website and across all social media platforms. As far as design went, we wanted it to be colorful enough to grab your attention. It also needed to be fairly minimal so we could create various sizes without compromising any fine detail.