Re-introducing who Santa Monica is with a new brand and campaign
Facing an outdated brand, Santa Monica collaborated with Santa Monica Travel & Tourism to launch a rebrand centered on the “Flow Against the Grain” platform. This initiative, including a new visual identity, website, and media campaign, aimed to capture Santa Monica’s unique blend of laid-back coastal life and city vibrancy.
The rebrand successfully established a distinct voice, boosted digital engagement, and redefined Santa Monica, resulting in positive feedback and increased interaction.
- Client
- Santa Monica
- Year
- 2023
- Role
- Art Director, Designer
- Industry
- Destination Marketing
- Services
- Brand Identity, Art Direction, Campaign Development
Brand Video
The brand video was created to serve as the emotional centerpiece of the rebrand—an energetic and inspiring introduction to “Flow Against the Grain.” Its purpose was to capture the essence of Santa Monica’s new identity through motion, music, and storytelling, showcasing the city’s creative spirit, diversity, and dynamic rhythm. The video brings the brand to life, inviting viewers to feel the energy, movement, and originality that define Santa Monica.
Brand Identity
The brand identity was developed to unify Santa Monica’s visual and verbal expression under a clear, cohesive system that reflects its modern spirit. Its purpose was to move beyond traditional beach-town imagery and instead highlight the city’s blend of creativity, sophistication, and authenticity. Through bold colors, expressive typography, and a confident tone, the identity captures Santa Monica’s energy and establishes it as a destination that’s both timeless and forward-thinking.
Website Design
The refreshed website design was developed to bring Santa Monica’s new brand to life in a digital space that feels as vibrant and dynamic as the city itself. The goal was to create an immersive experience that highlights the destination’s blend of beach vibes and urban energy while improving usability and storytelling. Through bold visuals, motion, and seamless navigation, the updated site invites visitors to explore, connect, and experience Santa Monica in a more engaging and authentic way.
Photoshoot
A tailored photography style was developed to visually express Santa Monica’s refreshed brand and capture the city’s distinct personality. Through a dedicated photo and video shoot, the creative direction focused on authentic moments, diverse perspectives, and the natural energy of the destination. The intent was to showcase real people, real experiences, and the effortless blend of coastal and urban life—creating imagery that feels alive, inspiring, and unmistakably Santa Monica.
