Jordis Small
Redondo Beach
Brand Strategy Session 1
4/19/23
Zoom stellendesign.com
Creative Director
STELLEN DESIGN
Remember:
Your brand is not what you think it is,
it’s what they think it is.
STELLEN DESIGN
Session 1 Goals
• Know where we sit and identify the disconnect
• Get to know the city as a person
• Define our target audience
STELLEN DESIGN
Session 1 Agenda
• Positioning and understanding
• Brand Personality
• Defining Your Audience
• Plan the research, review other city branding projects, book next meeting TIME: 1.5 Hours
STELLEN DESIGN
The Framework.
5. Creative Phase
1. Positioning
3. Target audience and 2. Brand personality
research
4. Discovery Review
Positioning The City
STELLEN DESIGN
STELLEN DESIGN
How do you
see your city?
The Sweet Spot
What do your
residents want?
What are
neighboring
cities not
doing?
Responsive in city services, good
schooling, walkable, friendly, easy to
traverse, proud to call home. Safe city,
want a beach city vibe, live work play,
all in one space. An all in one city that
works for families and individuals.
Outdoors, sunshine, parks.
Covering some of the bases,
Diverse and friendly, hermosa has
more of a younger vibe, not as
vibrant as other beach cities.
Redondo has a lot of potential,
unrealized potential, not quite there
yet. The waterfront is okay…
More diverse than
neighboring cities,
more affordable,
more eclectic
STELLEN DESIGN
Where do you see the city in 1 year? 3 years? 10 years? Goals.
1 YEAR 3 YEARS 10 YEARS
DISCUSS
STELLEN DESIGN
Where are we?
Start of re development
More restaurants and
more walkable living
Freshen up the city
Better gathering spaces
Where are we?
New pier
Revitalized feeling
More inline with the other local
cities
Galleria closer to Del Amo mall,
outdoor mall
More like Playa Vista
A place similar to the point in El
Segundo
Community events at outdoor
spaces, more family oriented vibe
Where are we?
Exciting place to live
Cooler, cutting edge
innovative vibe
Bridge the gap between
north and south Redondo
Continued schooling,
possible more industry /
business presence (Culver
City type)
Goals.
STELLEN DESIGN
Goal of this project
What will this new logo do for the city?
• Modernize the city, set the tone for the city, sea side community but stand apart.
Accurately showcase the city on a national front. Beach community but aspirational. Feel to say something about the city. Opportunity to talk about how great your city is. Showcase all the good things that make Redondo, Redondo.
What will make this project a success?
• Success based on the change. City is moving forward, willing to change, keeping up with the times. Show that we are a greener / healthier city. Aware of the times and show that we take care of the city.
STELLEN DESIGN
Positioning
How do you describe Redondo?
• Off the beaten path, family oriented, beach city, vacation every day, beautiful, good schools, huge yet small, similar to laguna (special vibe) How does Redondo compare to Hermosa?
• Quiet, respectful, not a party town, less hip, less young crowd, more affordable, hidden gem of a beach city
STELLEN DESIGN
Positioning
• MB has a better down, more diverse, more down to earth, more grass roots, we are less vibrant, we have less nightlife. MB does better with live work and play.
How does Redondo compare to Huntington Beach?
• Huntington Beach has the “old surfer vibe”, only a beach community. Redondo has that but also has more. Huntington is more conservative politically. We are more diverse. We all get along in our diversity. More inclusive of a community.
How does Redondo compare to Manhattan Beach?
Brand personality
How do we describe the brand as a person?
STELLEN DESIGN
STELLEN DESIGN
The Framework.
5. Creative Phase
1. Positioning
3. Target audience and 2. Brand personality
research
4. Discovery Review
Brand Personality
Pyramid.
DISCUSS
STELLEN DESIGN
STELLEN DESIGN
Brand personality pyramid
Values and beliefs: the world-view that determine what we stand for and how we act. The foundation that we build upon.
Culture: how we live our values
Attributes and benefits: what we contribute with and why it matters Behavior: how we act
Tone of voice: how we talk
Look and feel: how we look
Great schools,
Inclusive,
Family friendly,
Clean air,
environment, great
weather, clean
beaches,
relationships with
the city,
Walking
community,
performing arts
center, art
community, beach
clean up events,
composting /
recycling (go
green efforts)
Philanthropic /
giving culture, happy
to help community,
Leader in addressing
social issues,
genuine vibe of a
city, character,
charm, beach
access, lower level
living giving more
people ocean views,
unique living
Live and let live, fit,
well dressed but
not flashy, active in
the community,
welcoming, friendly,
neighborly, kind,
inclusive, down to
earth
Chill, welcoming,
well spoken,
educated but
casual
Well dressed but
not flashy, beachy,
warm, welcoming,
VALUES
AND BELIEFS CULTURE ATTRIBUTES AND BENEFITS BEHAVIOUR TONE OF VOICE LOOK
AND FEEL
Brand Words Table.
STELLEN DESIGN
List off 15-20 nouns that you think of when you think of Redondo Beach… Brand Words Table Nouns.
STELLEN DESIGN
1. Water
2. Dolphins
3. Beach
4. Local Businesses
5. Small Businesses
6. Families
7. Schools
8. Parks
9. Art
10.Warmth
11.Sun
12.Vacation
13.Fitness (Fit People)
14.Sea Food
15.Crabs
16.Marina / Boats
17.Homes
18.Festivals
19.Fireworks / Holiday
20.Views (Ocean Views)
STELLEN DESIGN
Brand Personality Sliders.
These words are only examples.
Use the words described by the client as a reference.
SERIOUS PLAYFUL
CLASSIC INNOVATIVE
AUTHORITY FRIEND
ELITE MASS APPEAL
Today
Wish to be
*maintain the “specialness” type vibe we talked about
Target audience
Who are our dream people?
STELLEN DESIGN
STELLEN DESIGN
The Framework.
5. Creative Phase
1. Mission, vision, purpose & goals
3. Target audience and 2. Brand personality
research
4. Discovery Review
STELLEN DESIGN
One of the most important (and difficult) parts of the strategy process is to say no. Defining a niche is your biggest competitive advantage. It is one of the best and fastest ways to create brand awareness and put your brand in the position of being the number one in your field. Because when you talk to everyone, you in fact talk to no one.
Defining your niche.
DISCUSS
STELLEN DESIGN
Describe your favorite resident:
Tell me about your absolute favorite RB resident:
New married couple about to have kids, work at space X, ride bikes, paddle board, hike on the weekends.
STELLEN DESIGN
Describe your favorite resident:
Tell me about your absolute favorite RB resident:
Middle aged couple with kids, professionals, new
restaurants, hiking, being outdoors, happy hour on the deck, cocktail in the Riv.
STELLEN DESIGN
Describe your favorite resident:
Tell me about your absolute favorite RB resident:
Family with 3 kids, one in college, other in middle and elementary school, asian decent, live in north RB, dentist / helps at the office / home w kids. Eat out, nice coffee, side car donuts, hiking, have a dog they walk to the pier, fun and bubbly, husband likes to fish, trendy but casual, easy, down to earth.
STELLEN DESIGN
Describe your favorite resident:
Tell me about your absolute favorite RB resident:
Young family with kids in elementary school, both
professionals, intersted in the outdoors, boating, beach walks, volley ball, involved in kids lives, soccer on the weekends, like to uber out for date night. Warm, friendly, opening, open door type people.
STELLEN DESIGN
Describe your favorite resident:
Tell me about your absolute favorite RB resident:
{Fill In}
STELLEN DESIGN
Defined Minimal Viable Audience.
Who are they?
Age:
Profession & Income:
Gender:
Family:
Geographical Location:
STELLEN DESIGN
Defined Minimal Viable Audience.
What is the smallest group of people we could
target successfully today, knowing certainly:
Where to find them:
How to talk to them:
What problems they are facing:
Why do they live in Redondo?:
Research phase
Interviews to be conducted
STELLEN DESIGN
BRANDS/INFLUENCES
BIO
NAME
Text
Text
Education
Profession
Income
Family
Text
Text
Text
Text
Why do you live in RB?
How long have you lived here?
What is your favorite thing about living in RB?
What does RB mean to you?
What are your hobbies?
Who is your favorite celebrity?
Who is your favorite person and why?
Tell me about your best friend?
Where is your favorite place in the whole world?
What is your favorite clothing brand?
What brands do you feel connected to and why?
If you didn’t live in RB where would you live?
What is your daily life like?:
STELLEN DESIGN
Age Text
BRANDS/INFLUENCES
BIO
SHANNON
From New Jersey, husband from Illinois,
both raised in suburbs of major cities
BMW, Target, Kindred Braverly,
Education
Profession
Income
Family
BA in Science / Husband Masters
Hubs Electrical engineer, she
heads a software development
company
NA
Married w 2 kids 2.5 and 6 month
Why do you live in RB? Sister lived here first, followed sister in 2008, husband moved out for Raytheon, Husband knew her sister. Liked being close to Hermosa when they were young but wanted the family community vibe when they bought a house. Proximity to hiking trails. Don’t feel like you are in a big city. Good mix of being exciting, close to working in El Segundo. Not trendy and not excited about the Hollywood / LA vibe.
Likes close to the beach and walkable. Parents moved out here in 2020.
How long have you lived here? 15 years
What is your favorite thing about living in RB? The ocean (proximity to the beach) What does RB mean to you? Home, beach community but not like a resort town. Not like a tourist town. Not small but feels like a tighter community. Most people live there. Loves the Redondo Pier… Hermosa Pier is parting and day drinking. Likes that it’s not as fancy and more low key. Uppiedy MB, Party HB, RB Family. Likes the nostalgic part of the pier. Misses the fun factory. Likes the culture. Doesn’t want to see the gentrification of the Pier. Feel the old wood of the pier.
What are your hobbies? Horse back riding, golfing, skiing, go to coffee shop by the beach, run / walk along the beach Who is your favorite celebrity? Sharron McMahon
Who is your favorite person and why? Husband, he is quiet, less reactive, slower paced but witty, steady and stable, even keeled Tell me about your best friend? Sisters, more outgoing, smart, likes the same hobbies, extraverted personality Where is your favorite place in the whole world? Redondo Beach, loves where she grew up in NJ, also Mammoth or Park City What is your favorite clothing brand? Banana Republic, Athlete (simple go comfortable stuff) What brands do you feel connected to and why? Not connected to any brand If you didn’t live in RB where would you live? New Jersey (Somewhere w family), would have a vacation home in Park City. Somewhere on the East coast (north east). Most transplant friends move.
What is your daily life like?: Wake up, hang w kids, husband goes to work early, kids go to day care, she works from home most days, pick up kids, dinner, mostly cook dinner in. Clean, shower, bed, read before bed. Something on Netflix.
Age Going to be 38, husband 41
BRANDS/INFLUENCES
BIO
LINDSAY TAYLOR
Born in RB, preschool - high
school in RB, ASU for school,
moved back to RB. Worked for ad
agency RPA in Santa Monica
before staring own business
called “Round Town” events,
based off Redondo Beach
Volkswagen, elevated car, not overly
priced, Target, Zara… elevated stuff
lower price. Looks nice, can’t afford it.
Education
Profession
Income
Family
BA
communications
Event Planner
NA
Married one on the way
Why do you live in RB? Redondo is special, it’s a beach city but it’s more family oriented, slower pace than other pockets of LA. Nice place to live. Even if she wasn’t born their she would live there. Small town beach feel, community.
How long have you lived here? Born and raised
What is your favorite thing about living in RB? The beach, the vibe, the small cute beach community, Riviera Village, shops restaurants, local shops, not all huge consumer based (not all big box/ big name) authentic. Loves the harbor (has a boat) unlike other beach cities. The community of people in the harbor. Hermosa, MB don’t have harbors. Yacht club.
What does RB mean to you? Family, home base, security blanket, a bubble, community, safe place, familiar, great place to grow up, great schools
What are your hobbies? Work, boating, yoga, vintage shopping at flea markets Who is your favorite celebrity? Philanthropists, Reese Witherspoon, independent woman, made a name for herself outside of acting, book club, etc. Built business for herself and others Who is your favorite person and why? Carley (best friend and business partner), friends since she was 6. Other half of me, parts are missing and she has those other parts, steady friend, strong connection, go-getter, always supportive, enthusiastic, glass is always half full, loves and cares about her people, extravert, bright light, welcoming Where is your favorite place in the whole world? Hawaii, likes the idea of a slower / quieter pace, tropical setting, likes the laid back environment, beautiful beaches, wouldn’t get bored living on an island.
What is your favorite clothing brand? Zara, trendy (needs look good for her work but not crazy expensive), minimal but the variety
If you didn’t live in RB where would you live? Hawaii
What is your daily life like?: Work from home, up by 7 or 8 with the puppy, 9am check in call with business partner, divide and conjure work, walk through venues etc, flex schedule, cook dinner or door dash (El Tarasco), shops at Trader Joes, bed by 10 or 11, watch movies at night, documentaries.
Age 35
VIBE
Less old of a brand vibe, generationally
proud people, fresh and clean but not
neglect history charm
BRANDS/INFLUENCES
BIO
RM.
Grew up in the valley, UCLA, USC, Davis,
Moved to Nor Cal, Santa Ana, wife lived in
Santa Monica, RB in the middle, close to
freeways. Both kids went to RUHS, liked to
walk kids to school. Got into RB History.
Toastmasters, Cubs baseball fans,
Toyota, don’t care too much about
brands. Nike.
Education
Profession
Income
Family
Dr. From UC Davis, Masters at USC,
Grew up in the valley 30 years in RB
Attorney
N/A
2 kids, married
Why do you live in RB? Met in the middle between his and his wife’s jobs. When they moved in MB prices were comparable but they liked the elementary school in RB. Good mixture of people the kids would be exposed to. More space in RB compared to MB. More stuck up in MB, liked the diversity of RB. Parks in RB are used. The community.
How long have you lived here? 30 years
What is your favorite thing about living in RB? It’s beautiful. Likes to walk along the Esplanade. Wide open, friendly, fascinating area. Old houses, likes the people best.
What does RB mean to you? Home
What are your hobbies? Historical commission, ukulele, running, walking, learning Spanish Who is your favorite celebrity? (Can’t come up with one) Steve Barry (author) Who is your favorite person and why? Pat Brysler (important in getting him involved w the city) real, down to earth, direct, knowledgeable, in her 90’s and sharp. Admires Elizabeth because she gets stuff done.
Tell me about your best friend? Unfiltered, cares about people, kind, loyal, bright, smart, makes lifelong friends Where is your favorite place in the whole world? Iceland, Israel (because of the history) What is your favorite clothing brand? No, shops at Costco What brands do you feel connected to and why? Toyota
If you didn’t live in RB where would you live? Orange County What is your daily life like?: Get up at 5am, go downtown for work, make a list to do, traffic on the way home. Eat out once or twice a week. Happy w a salad. TV w wife, Gutfeild or Big Bang.
Age 63
BRANDS/INFLUENCES
BIO
DAVE ISRAEL
Owner of Later Days Coffee
Wants RB to stay rooted
Patagonia, companies that are trying to
give back to the world. Making products
that people enjoy.
Education
Profession
Income
Family
BS
Entrepreneur (Coffee Business)
NA
Single
Why do you live in RB? Home, domain, area that he loves, hard to leave, the community, the sleepy beach town when there are not that many of those left. Cool place, cool history, on the water. Loves the historic aspect of it. Hotel Redondo.
How long have you lived here? Life (except going to Oregon for college, Long Beach, Colorado, always back to RB) What is your favorite thing about living in RB? The vibe of Redondo. Sleep beach town but centrally located in Southern Cal.
What does RB mean to you? Home
What are your hobbies? Building his business, active, outside, in the water, around the water, skating, hiking Who is your favorite celebrity? Kobe Bryant, drive, do you, stay true, preserver Who is your favorite person and why? Mom, unconditional support Tell me about your best friend? His business partner, best friend for a long time, loving, stubborn, chill but more outgoing Where is your favorite place in the whole world? Redondo (home) What is your favorite clothing brand? Outer Known (green companies) What brands do you feel connected to and why? NA
If you didn’t live in RB where would you live? Central Coast of CA… small beach town. Or another country. Business in very tied to RB.
What is your daily life like?: Get up, skate w dog, work from home, go to office (PCH), work, exercise or get in the water, decompress, cook dinner at home.
Grocery Store: Whole Foods or Trader Joes STELLEN DESIGN Age 32
Ties to RB Native
MASS SURVEY QUESTIONS
Profession Text
What makes a good logo?
A. Simple yet memorable
B. Complex and detailed
C. Typographic Based like a monogram
D. Timelessness
STELLEN DESIGN
Age Text
RB Connection Text
What is your favorite thing about
Redondo?
A. The Beach
B. The Lifestyle
C. The Schools / City Values
D. The People
What is your favorite brand?
A. Patagonia
B. Gap
C. Nike
D. Gucci
Where do you get your groceries?
A. Sprouts
B. Vons
C. Trader Joes
D. Whole Foods
What is most important to you?
A. Leave a legacy
B. Pursue connection
C. Provide structure
D. Spirituality
How do you see the city?
A. An Authority
B. A friend
C. A nurturer
D. An inspiration
Would the city be an introvert
or extravert?
A. Introvert
B. Extravert
Share City Brand Projects
STELLEN DESIGN
End Session 1
STELLEN DESIGN
Jordis Small
Redondo Beach
Brand Strategy Session 2
Date
Zoom stellendesign.com
Creative Director
Research phase
Interview findings
STELLEN DESIGN
BRANDS/INFLUENCES
BIO
SHANNON
From New Jersey, husband from Illinois,
both raised in suburbs of major cities
BMW, Target, Kindred Braverly,
Education
Profession
Income
Family
BA in Science / Husband Masters
Hubs Electrical engineer, she
heads a software development
company
NA
Married w 2 kids 2.5 and 6 month
Why do you live in RB? Sister lived here first, followed sister in 2008, husband moved out for Raytheon, Husband knew her sister. Liked being close to Hermosa when they were young but wanted the family community vibe when they bought a house. Proximity to hiking trails. Don’t feel like you are in a big city. Good mix of being exciting, close to working in El Segundo. Not trendy and not excited about the Hollywood / LA vibe.
Likes close to the beach and walkable. Parents moved out here in 2020.
How long have you lived here? 15 years
What is your favorite thing about living in RB? The ocean (proximity to the beach) What does RB mean to you? Home, beach community but not like a resort town. Not like a tourist town. Not small but feels like a tighter community. Most people live there. Loves the Redondo Pier… Hermosa Pier is parting and day drinking. Likes that it’s not as fancy and more low key. Uppiedy MB, Party HB, RB Family. Likes the nostalgic part of the pier. Misses the fun factory. Likes the culture. Doesn’t want to see the gentrification of the Pier. Feel the old wood of the pier.
What are your hobbies? Horse back riding, golfing, skiing, go to coffee shop by the beach, run / walk along the beach Who is your favorite celebrity? Sharron McMahon
Who is your favorite person and why? Husband, he is quiet, less reactive, slower paced but witty, steady and stable, even keeled Tell me about your best friend? Sisters, more outgoing, smart, likes the same hobbies, extraverted personality Where is your favorite place in the whole world? Redondo Beach, loves where she grew up in NJ, also Mammoth or Park City What is your favorite clothing brand? Banana Republic, Athlete (simple go comfortable stuff) What brands do you feel connected to and why? Not connected to any brand If you didn’t live in RB where would you live? New Jersey (Somewhere w family), would have a vacation home in Park City. Somewhere on the East coast (north east). Most transplant friends move.
What is your daily life like?: Wake up, hang w kids, husband goes to work early, kids go to day care, she works from home most days, pick up kids, dinner, mostly cook dinner in. Clean, shower, bed, read before bed. Something on Netflix.
Age Going to be 38, husband 41
BRANDS/INFLUENCES
BIO
LINDSAY TAYLOR
Born in RB, preschool - high
school in RB, ASU for school,
moved back to RB. Worked for ad
agency RPA in Santa Monica
before staring own business
called “Round Town” events,
based off Redondo Beach
Volkswagen, elevated car, not overly
priced, Target, Zara… elevated stuff
lower price. Looks nice, can’t afford it.
Education
Profession
Income
Family
BA
communications
Event Planner
NA
Married one on the way
Why do you live in RB? Redondo is special, it’s a beach city but it’s more family oriented, slower pace than other pockets of LA. Nice place to live. Even if she wasn’t born their she would live there. Small town beach feel, community.
How long have you lived here? Born and raised
What is your favorite thing about living in RB? The beach, the vibe, the small cute beach community, Riviera Village, shops restaurants, local shops, not all huge consumer based (not all big box/ big name) authentic. Loves the harbor (has a boat) unlike other beach cities. The community of people in the harbor. Hermosa, MB don’t have harbors. Yacht club.
What does RB mean to you? Family, home base, security blanket, a bubble, community, safe place, familiar, great place to grow up, great schools
What are your hobbies? Work, boating, yoga, vintage shopping at flea markets Who is your favorite celebrity? Philanthropists, Reese Witherspoon, independent woman, made a name for herself outside of acting, book club, etc. Built business for herself and others Who is your favorite person and why? Carley (best friend and business partner), friends since she was 6. Other half of me, parts are missing and she has those other parts, steady friend, strong connection, go-getter, always supportive, enthusiastic, glass is always half full, loves and cares about her people, extravert, bright light, welcoming Where is your favorite place in the whole world? Hawaii, likes the idea of a slower / quieter pace, tropical setting, likes the laid back environment, beautiful beaches, wouldn’t get bored living on an island.
What is your favorite clothing brand? Zara, trendy (needs look good for her work but not crazy expensive), minimal but the variety
If you didn’t live in RB where would you live? Hawaii
What is your daily life like?: Work from home, up by 7 or 8 with the puppy, 9am check in call with business partner, divide and conjure work, walk through venues etc, flex schedule, cook dinner or door dash (El Tarasco), shops at Trader Joes, bed by 10 or 11, watch movies at night, documentaries.
Age 35
VIBE
Less old of a brand vibe, generationally
proud people, fresh and clean but not
neglect history charm
BRANDS/INFLUENCES
BIO
RM.
Grew up in the valley, UCLA, USC, Davis,
Moved to Nor Cal, Santa Ana, wife lived in
Santa Monica, RB in the middle, close to
freeways. Both kids went to RUHS, liked to
walk kids to school. Got into RB History.
Toastmasters, Cubs baseball fans,
Toyota, don’t care too much about
brands. Nike.
Education
Profession
Income
Family
Dr. From UC Davis, Masters at USC,
Grew up in the valley 30 years in RB
Attorney
N/A
2 kids, married
Why do you live in RB? Met in the middle between his and his wife’s jobs. When they moved in MB prices were comparable but they liked the elementary school in RB. Good mixture of people the kids would be exposed to. More space in RB compared to MB. More stuck up in MB, liked the diversity of RB. Parks in RB are used. The community.
How long have you lived here? 30 years
What is your favorite thing about living in RB? It’s beautiful. Likes to walk along the Esplanade. Wide open, friendly, fascinating area. Old houses, likes the people best.
What does RB mean to you? Home
What are your hobbies? Historical commission, ukulele, running, walking, learning Spanish Who is your favorite celebrity? (Can’t come up with one) Steve Barry (author) Who is your favorite person and why? Pat Brysler (important in getting him involved w the city) real, down to earth, direct, knowledgeable, in her 90’s and sharp. Admires Elizabeth because she gets stuff done.
Tell me about your best friend? Unfiltered, cares about people, kind, loyal, bright, smart, makes lifelong friends Where is your favorite place in the whole world? Iceland, Israel (because of the history) What is your favorite clothing brand? No, shops at Costco What brands do you feel connected to and why? Toyota
If you didn’t live in RB where would you live? Orange County What is your daily life like?: Get up at 5am, go downtown for work, make a list to do, traffic on the way home. Eat out once or twice a week. Happy w a salad. TV w wife, Gutfeild or Big Bang.
Age 63
BRANDS/INFLUENCES
BIO
DAVE ISRAEL
Owner of Later Days Coffee
Wants RB to stay rooted
Patagonia, companies that are trying to
give back to the world. Making products
that people enjoy.
Education
Profession
Income
Family
BS
Entrepreneur (Coffee Business)
NA
Single
Why do you live in RB? Home, domain, area that he loves, hard to leave, the community, the sleepy beach town when there are not that many of those left. Cool place, cool history, on the water. Loves the historic aspect of it. Hotel Redondo.
How long have you lived here? Life (except going to Oregon for college, Long Beach, Colorado, always back to RB) What is your favorite thing about living in RB? The vibe of Redondo. Sleep beach town but centrally located in Southern Cal.
What does RB mean to you? Home
What are your hobbies? Building his business, active, outside, in the water, around the water, skating, hiking Who is your favorite celebrity? Kobe Bryant, drive, do you, stay true, preserver Who is your favorite person and why? Mom, unconditional support Tell me about your best friend? His business partner, best friend for a long time, loving, stubborn, chill but more outgoing Where is your favorite place in the whole world? Redondo (home) What is your favorite clothing brand? Outer Known (green companies) What brands do you feel connected to and why? NA
If you didn’t live in RB where would you live? Central Coast of CA… small beach town. Or another country. Business in very tied to RB.
What is your daily life like?: Get up, skate w dog, work from home, go to office (PCH), work, exercise or get in the water, decompress, cook dinner at home.
Grocery Store: Whole Foods or Trader Joes STELLEN DESIGN Age 32
Ties to RB Native
STELLEN DESIGN
Key take aways from interviews:
• Primarily families
• Redondo means “home” to all the subjects
• All subjects liked the “vibe” family, sleepy beach town, small town feel even though it’s a not small.
• The history is part of the charm
MASS SURVEY QUESTIONS
Profession Text
What makes a good logo?
A. Simple yet memorable
B. Complex and detailed
C. Typographic Based like a monogram
D. Timelessness
STELLEN DESIGN
Age Text
RB Connection Text
Age Text
What is your favorite thing about
Redondo?
A. The Beach
B. The Lifestyle
C. The Schools / City Values
D. The People
What is your favorite brand?
A. Patagonia
B. Gap
C. Nike
D. Gucci
Where do you get your groceries?
A. Sprouts
B. Vons
C. Trader Joes
D. Whole Foods
What is most important to you?
A. Leave a legacy
B. Pursue connection
C. Provide structure
D. Spirituality
How do you see the city?
A. An authority
B. A friend
C. A nurturer
D. An inspiration
Would the city be an introvert
or extravert?
A. Introvery
B. Extravert
Key take aways from research:
• Based on the average age having a logo that is simple yet memorable is very important for visibility
• 67% have lived here for 10+ years and would identify
Redondo as home… meaning should feel familiar and
warm
• Simple and memorable along w timeless is important
on the logo design
• An active feel like Patagonia or Nike will be important.
Also a unique / health conscious vibe like Trader Joes… more specialty, less generic.
• We want to feel like an old friend who is also inspiring, maybe someone who has accomplished a lot yet is still
humble. This will also be important when creating a
connection to residents and giving them something to
leave a legacy
What is wrong?
Not simple / scalable
Design relies on color
and is not as strong in
a one color
Spacing on “beach”
is hard to read
Colors are not
reflective of the city
The sail is not totally
identifiable as a sail
Discovery review
Lets have a look..
STELLEN DESIGN
Mood board & findings in XD
STELLEN DESIGN
Other City Brands
STELLEN DESIGN
STELLEN DESIGN
The Framework.
5. Creative Phase
1. Positioning
3. Target audience and 2. Brand personality
research
4. Discovery Review
STELLEN DESIGN
The Logo Work.
5. On to supporting assets
1. I will share rough one
color icons
3. I will build each into a 2. Narrow down to 3
design system
4. Narrow to 1