Project No. 2
The Pacific Motel
Project Scope:
+ Logo & Brand Identity
+ Collateral & Merchandise Design
+ Web Design
+ Signage & Way-finding
+ Photography & Styling
+ Social Media planning
“Keep it Salty”
In the sleepy beach town of Cayucos stand 17 palm trees and 20 bungalow cottages. They have lived to see “California’s last great beach town” host tourists, locals, and adventurers from all walks of life. This year, we helped the team at the newly overhauled “Pacific Motel” breathe new life into this historic town — building a brand from the inside out, and a hotel from the outside in.
Keep It Local
Through an extensive process of collaborative experimentation in hand-lettering, we created a classic and timeless script wordmark and secondary, more industrial logo to capture the essence of the artsy beach town and its long history as a shipping port.
The Pacific Motel’s brand extensions, signage, and website design took on a more playful and energetic tone; helping to bring a more youthful personality to contrast the subdued and classic modernity of the physical space’s architecture and decoration. This vibrancy shines in the website, featuring animations and motion created by working closely with our developer.
Signage, wayfinding, and printed goodies had to compliment the classic design of the beachy minimal motel. Custom 3D painted lettering, and custom neon road sign add pops of playful personality and color throughout the grounds.
Signage & Way-finding
Credits
Logos, branding, and all designs completed while working as a part of Makers & Allies creative team— art directed by David Jang and Clint Darby. Photoshoots directed by Olivia French and Andrew Layman, shot by Russell Holliday.
