Just north of San Francisco, in Marin County, sits Strawberry Village - an open-air, grocery-anchored shopping center with tremendous placemaking opportunities. Working closely with the design and construction teams, I led a comprehensive rebranding strategy that would transform Strawberry Village into a vibrant neighborhood destination for residents and visitors alike.
The new visual identity taps into the power of nostalgia, drawing inspiration from the midcentury aesthetic that was popular during its founding era. Vintage west-coast signage inspired the logotype, which is designed with a custom script that evokes the retro vibe. Additionally, a set of typefaces emulating traditional hand-painted lettering is used throughout the marketing materials and signage, adding a touch of authenticity and playfulness to the overall brand image.
A recurring architectural design element was noticed on our initial site-visit – the arched-rectangle. This shape is used prominently on the six dormers spread across the roofline of the facade, and on top of the entrance marquee. Incorporating the arched-rectangle into the brand identity minimized the need for construction upgrades, creating a visually cohesive identity that reduced overall expenses.
During our brand workshop, we identified a Farmers Market as a leading opportunity to help generate awareness and increase revenue. To ensure brand alignment and drive engagement, I created a unique logo and marketing campaign with a consistent cohesive visual language across print and digital applications.
Distinct signage systems were crafted for different purposes: one for lease marketing and another for on-site information & wayfinding. The on-site signage was thoughtfully designed to blend with the surrounding space, employing darker background tones to ensure a balanced integration. In contrast, the lease marketing signs feature a bright background to capture attention and effectively convey key messages. The result is a cohesive and visually striking signage experience that serves both functional and promotional objectives.
