Mill Valley is a city in California that needs rebranding. The brief emphasized that Mill Valley needed to promote more tourism. However, their logo and website were dated and needed uplifting.
The Thinking Process:
It hit me, San Francisco is only thirty minutes away from Mill Valley. Due to this fact, it seemed appropriate to promote Mill Valley as a wholesome and natural landscape with a large artistic scene. The demographic I chose are young millennials that seek an urban atmosphere escape and enjoy a more natural, outdoorsy type of lifestyle like Mill Valley. Since, millennials are a young, hipper crowd, I also decided to incorporate a fresh nighttime perspective.