For this project, I created a personal brand identity for the U.S. city of San Diego. I began by exploring color palettes that reflected the city's beachy, coastal vibe. From there, I developed a cohesive visual system by focusing on consistent use of typography, hierarchy, color, and imagery across all brand materials. My design set included a custom logo, business card, moodboard, brochure, and a brand standards page. The business card was kept simple and modern, reflecting the clean, relaxed aesthetic of San Diego. One key challenge was maintaining consistency across all documents—my first brochure didn’t match the brand standards and had to be redesigned. I learned how small changes in layout, spacing, or logo form could make a big difference in clarity and versatility. Overall, this project helped me better understand how to create a strong, unified brand identity that captures the energy and personality of a specific place.