Alamo Plaza is a shopping center located in the affluent community of Alamo, California, in the Bay Area. Although it had served as the town center, it had been neglected for years and no longer met the needs of the community. Tasked with leading the rebrand and art direction, I gave special attention to the unique demographics and identified opportunities to exceed their expectations.
The logo redesign draws inspiration from the community's connection to the outdoors and the popularity of the Iron Horse Trail, which connects directly to the property from a rear access point. The typeface is reminiscent of national park signage, and a poplar leaf symbol reflects both the property's history as an orchard and the similar poplar leaf found along the Iron Horse Trail.
The popular trail access point was branded as the 'Tunnel of Love' and revitalized with a large-scale mural installation. The art direction for the mural was inspired by the community's love of nature, incorporating floral elements and a 'Love' theme throughout.
I designed a new on-site directory map that clearly highlights retailers and points of interest, including mural installations, bike racks, and lounge areas. The retailer list is organized by category, with a focus on primary experiences such as Dining, Wellness, Services, and Shopping.
