For this project, I created a new branding identity for Pittsburgh, PA as a cohesive and modern long lasting system rooted in the city’s core values of Confidence, Stability, and Tradition. After in depth research on the city’s history, culture, and existing visual language, I developed two fully developed rebranding directions, each with distinct logos, wordmarks, crests, color systems, and typefaces backed by strategic decisions.
After selecting the stronger direction, I applied the identity across a city identity booklet, a brand identity brochure, two magazine editorial spreads, stationery, multiple social campaigns, ID badges, light pole banners, an animated logo, and a responsive tourism website for both desktop and mobile viewing.
Brand Identity System Research Driven Design Visual Consistency Creative Direction