This project is a rebranding project for a new conceptual neighborhood of Springfield, Missouri. The neighborhood would be called the Springfield Travel District. With new developments of buildings focused on different modes of transportation, plus the expansion of walking and biking paths, it is now a travel hub. The area needs a brand identity and marketing materials to attract people and help Springfield capitalize on this exciting new place. The deliverables are one logo, a bust station ad 24x36 in, and an 11x17 in trifold brochure with a map and site information.
I started the project by creating a set of thumbnail sketches to quickly explore ideas and build an initial understanding of the overall direction. These small, repeated studies let me test different compositions and concepts without locking into one solution too soon. After I showed the sketches to my peers and got their feedback, I noticed the most promising direction and decided to focus on developing a logo. Establishing the logo first helped create a clear brand identity. This identity then served as a base for designing the poster and brochure, making sure all materials had a consistent look.
Trifold interior
Trifold exterior
Poster
Logo
I moved into digital work to improve the logo and start creating early designs for both the poster and trifold brochure. This phase helped me turn my ideas into clearer designs and begin building a consistent visual system. During the critique, I got feedback that the logo's typeface could better match Springfield's existing brand identity. Both the logo and brochure layouts needed more work because they lacked consistency. I was also encouraged to start adding final text. This would give a better sense of how all the elements fit together and help make better design choices moving forward.
Trifold interior
Trifold exterior
Poster
Logo
After receiving feedback, I changed all of my typography by switching to a sans-serif typeface to better match Springfield’s brand identity. I also finalized my text and improved the layouts for both the poster and trifold brochure. This helped ensure the information was clearly organized and easy to read. In the following critique, we focused on the consistency of my illustration styles across both formats. Many of my peers liked the more conceptual, less realistic style used in the brochure. They suggested using that same approach for the poster to create a more unified visual language. They also recommended stretching the timeline further across the page to increase its visual impact. Additionally, they wanted me to add road labels and other identifying details to the map so viewers can better understand orientation and location.
Trifold interior
Trifold exterior
Poster
Logo
I received praise for my designs' reliability and consistency among items.
"I love how the roads in the logo form a crown; it creates an instant connection to the Queen City identity of Springfield."
"Your map is simple and readable, which creates a clear understanding of the information it is providing."