In 2015 we began work on an identity refresh for Downtown Santa Monica, updating their logo, color palette and typographic standards. The project has transitioned into an ongoing relationship with DTSM's fantastic team, resulting in a more robust reimagining of the brand through the design and build of a new website, yearly annual reports, advertising and print collateral—all featuring custom drawn headline typography and illustrations.
Custom hand lettering
Hand lettering, custom drawn for each headline, is used throughout the branding.
For a modern and versatile logo refresh, we updated the typeface and replaced the cut-off, shaded shape with a full circle filled with flat color.