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 in 2020, the El Cajon Business Improvement Association (BIA) wanted to design a series of street banners to be displayed along the district main street. The objective of these banners was to celebrate the Boulevard’s history, current activity, and forward momentum through their new campaign: BLVD 20/20.
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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. 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.