Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Tallahassee Downtown Rebrand
Client
Tallahassee Downtown Improvement Authority
Goals
To rebrand their social media accounts in order to increase visibility with their audience. To create a clear association between visual elements used and the overall image of TLH Downtown.
Audience
Permanent Residents (non college students) of Downtown Tallahassee
My Role
Graphic Designer
My Responsibilities
To create a rebranding kit using data and information about the residents of Tallahassee. To demonstrate the impact that colors and typography can have in creative a visually cohesive social media presence
Tools Used
Adobe Photoshop & Adobe Ilustrator - logo creation. Fontspace.com - Logo Font. Canva: Tote Bag Mockup, Brand Guidelines, Tactics, and Colors Slide Deck. Pen, Paper, & Digital Drawings - sketching possible logo designs and color combinations.
Date
April 2025
Logo Design Decisions:
This rebrand highlights TLH Downtown's efforts while create a more welcoming but professional logo structure for TLH Downtown. The inspiration for this logo was the history of Tallahassee, Florida, incorporating both the well known trees and nature, as well as the capitol with politics being a focal point of life in the city. I chose both traditional colors as well as black and white to allow for the simplicity of the design to shine through regardless of digital or print usage. I chose the specific type of tree in the design to highlight the nature aspect with a strong base, roots, and a flourishing set of leaves. I modified the brown and green to give it more of a pop color compared to the original image. "Tallahassee Downtown Improvement Authority (TDIA) was created by an act of the Florida Legislature in 1971" (tlhdowntown.com) and as such, the numbers on the base of the tree symbolize the origins of the organization for TLH Downtown. I included the capitol building upside to symbolize the city as being two sides of the same coin, in many cases the city is segregated, by race, class, even symbolicly with the train tracks separating FAMU and FSU. The city is split, and rather than having both the tree and the capitol building be one in the same (side by side), the audience is able to see separation, but also how both aspects of life have roots that tie back in to each other. I also wanted to tree to be a nod to the past of Tallahassee as an area primarily based on trade and land (certain aspects are reserved however especially in regards to the Native American tribes indigenous to the area and their connection to Florida State University).
Brand Guideline Decisions:
For the colors in the branding kit, they were based on the current activities hosted by TLH Downtown as well as the logo. The activities primarily held by TLH Downtown are community events held outdoors in parks or squares. Incorporating greens similar to that in the logo are beneficial in aiding the cohesion of color throughout their social media presence. Audience members are able to see the greens and begin to automatically associate them with TLH Downtown's social posts. The brown, black and white are also colors from the logo with the same intent as the green but for better readability of the typography and information provided on the posts. The font options were chosen based on their social media readability and general accessibility across graphics editing platforms for the TLH Downtown Social Media Team.
Outcome:
As a result of this rebrand, social media users are better able to identify posts created by Tallahassee Downtown, increasing engagement by 26%.
