The Boulevard is a long commercial corridor district that extends through 60 blocks within the inner city of San Diego. In an effort to revitalize the district, the El Cajon Business Improvement Association (BIA) approached SDSU’s Design Studio class to design a series of street banners to be displayed along the district main street. The objective of these banners was to promote the Boulevard’s history, current activity, and future vision through their new campaign: BLVD 20/20. With this campaign, the BIA aims to highlight the Boulevard’s forward momentum powered by its historical foundation.
Approach
My concept for these banners was to create a series of icons and patterns based on elements found along the Boulevard that one can easily recognize and identify as being part of the district. These elements were all integral to the Boulevard’s identity; the roads for example, paid homage to the Boulevard’s past, as the street was a part of the first trans-continental highway. These icons were then arranged into a pattern coupled with an adjacent banner displaying a message. The color palette was kept very minimal (pink, teal, white) to strengthen the banner’s affiliation with the Boulevard, as these were their brand colors. The typeface chosen gave the modern banner design a retro flair; this decision was made to connect the past with the future, an integral value of their campaign.
Color
Typography
Banner Series
A challenge I took into consideration that these banners had to function to both those quickly driving by, as well as those casually strolling down the street. Additionally, these banners were going to be hung up high off the ground, so distance had to be considered as well. With all of these details in mind, the banner designs are kept simple as well as engaging. Each unique message evoked a feeling of adventure and excitement, sentiments I wanted to include in my design. By showcasing the district’s local transportation and familiar icons, I was able to evoke both a feeling of exploration for visitors and a sense of community for residents.
