Reimagining a city’s identity through digital storytelling.
Live in Santa Maria
I developed a cohesive branding system—from logo to website—celebrating Santa Maria’s connection to the California coast. Through using design as a tool for reflection and empathy, I explored how visual systems can reshape perception, demonstrating my ability to adapt, reframe experiences, and evolve over time.
01.
Branding
02.
Figma
03.
Systems Thinking
04.
Adobe Illustrator
05.
UI/UX Design
Skills Demonstrated
Santa Maria’s city website and branding were cluttered, inconsistent, and difficult to navigate. The visual identity failed to capture the warmth and character of a coastal California city known for its agriculture, barbecue, and beaches.
My goal was to redesign the brand and homepage to:
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Improve hierarchy and information clarity
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Create a sense of place through cohesive visual storytelling
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Build a flexible system adaptable across digital and print
The Challenge
Site Audit
I navigated through Santa Maria's city website, immediately noting the overwhelming amount of information, lack of hierarchy, and unscalable logo.
Iterations + Wireframes
Santa Maria is defined by its warmth, sunny beaches, the smell of tri-tip barbecue, and the glistening fields of ripened strawberries. It's an unsung classic of the West Coast.
The Outcome
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A responsive logo system that scales across mediums
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A redesigned homepage with clear visual hierarchy and accessible color contrast
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A brand language celebrating Santa Maria’s coastal and agricultural roots