Summary

Paseo is a brand new high-end mixed-use development in Wilmington, North Carolina, developed by Bella Vista. After the initial discovery session and research, we learned that people in the Wilmington area are a majority of ambitious, young professionals with established careers mixed with a few older, established residents who are still young at heart and looking for convenience. Paseo Wilmington will be that mixed-use living that the target audience wants - a more robust living experience filled with vibrant energy and a Miami vibe.

My role as the Senior Art Director on this project is to design the overall look and feel, style guide, tagline, logo, UX/UI, and messaging.  

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My Role

1. Strategic discovery

2. Brand positioning

3. Initial brand execution

4. Messaging

5. Project lead

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Project Breakdown

— Concept development

— Branding

— Logo

— Signage

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