Seaside Casual:
Brand Evolution & Experiential Systems
Brand Evolution & Experiential Systems
An ongoing brand evolution initiative for Seaside Casual spanning experiential, retail, print, and digital applications. The work supports a cohesive, premium brand experience across trade events, retail displays, environmental graphics, catalogs, social media, motion graphics, and campaign systems through integrated visual storytelling and scalable brand consistency.
In addition to developing experiential, retail, print, and digital brand applications, I refined the Seaside Casual visual identity system to improve consistency, scalability, and accessibility across platforms. This included redrawing and refining the logo for improved symmetry and precision, simplifying logo variations, refining typography standards, and establishing a more cohesive brand system built around Gotham and Miller Text.
I also evolved the color palette, beginning with a WCAG AA-rated primary brand color designed to function interchangeably with black or white as both text and background, supported by an expanded system of analogous colors, neutrals, and accent brights to create greater flexibility across physical and digital applications.