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The City of Santa Monica learned that the entrance sign to the Santa Monica Pier is one of the most photographed structures in Southern California. Concerned that the City was passing up a source of much-needed revenue, they commissioned Boardwalk to help them regain control of their brand and establish the tools with which they could pursue licensing and merchandising opportunities.
After careful review, Boardwalk determined that a new identity system was needed to claim ownership of the sign and its location. We led the development of a brand identity system that leveraged the highly recognizable sign. Wayfinding signage, a stationery ensemble and graphic standards guidelines for licensees followed in short order.
As an offshoot project, the City commissioned Boardwalk to design, manufacture and install freestanding informational kiosks on the Pier. Designed to be weatherproof and vandal-proof, the kiosks also help to establish the Pier’s new brand.
As agent for the City, Boardwalk made presentations to regulatory boards and community groups, helping to build enthusiasm for the branding effort.
Client Evaluation
I hired Boardwalk to create a branding program for the Pier. They went above and beyond the call of duty to deliver a wonderful identity for a nearly 100 year-old Los Angeles icon. Boardwalk developed a full understanding of the marketing challenges faced by the Pier, which is operated by the City of Santa Monica. This process included receiving comments during several meetings with the various constituents of the Pier including not only the board of directors, but also City of Santa Monica leaders and Pier merchants. Boardwalk approached the entire project with a great deal of professionalism, respect for our needs and patience with the public process. Also, they met every deadline and stayed within budget. They were a pleasure to work with throughout the project. I am pleased to recommend them.
Jan Palchikoff
Executive Director,
Santa Monica Pier Restoration Corporation
Boardwalk worked creatively and diligently to design and develop free-standing custom identity/information kiosks and graphics for the “world famous” Santa Monica Pier. They demonstrated an enthusiasm for working with City staff and community groups through the design phase to ensure our satisfaction, and closely supervised the project through fabrication and installation. Boardwalk was responsive to our deadlines and kept the project within budget. We were pleased with Boardwalk’s talent, expertise and professionalism and also with their personal attention to all facets of the project.
Elana Buegoff
Pier Leasing Manager, City of Santa Monica |
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