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WORLD DESIGN CAPITAL - SAN DIEGO + TIJUANA
project type
Social Media | Brand Identity
DATE
Climate and Sustainability Team Social Media Campaign
2024
brief
​San Diego and Tijuana were honored as the World Design Capitals together. WDC's environmental impact focus included supporting NGOs. These orgs focused on tackling the massive pollution problem in the Tijuana River, which also affects San Diegans.
These included organizations 4 Walls International, ARUP, and Tijuana Initiative. To obtain grants, awareness, and support, we were tasked with creating social media campaigns to promote their works together.
PROBLEM
For these organizations to make a stronger impact, they required a consistent, updated, and modern branding identity that expressed their passion for change and their vision for a beautiful Tijuana River.
SOLUTION & DESIGN PROCESS
We discovered they needed an easy-to-edit template for social media posts following a branding guideline to streamline their awareness campaign.​
My proposal was chosen, and I was tasked to lead the visual branding. The design I developed was based on my research of the river's local ecology and WDC's current branding aesthetic.
The color palette was based on the unique, vibrant pickleweed, and I chose a fluid carousel as the style to express the river, but also show the flow from the current state of the river and ending into the goals of the organizations.
BRANDING GUIDELINES
KEYWORDS
River, Resilience, Green, Thriving, Connecting Borders, Reshaping, Collaboration
social media (INSTAGRAM)
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