MOSOWE
Imperial Beach, CA
The Most South West place in the continental USA, gets a global satellite inspired brand identity system acknowledging the laidback, hyperlocal lifestyle.
Environmental Graphic Design
Naming - strategy
Brand Identity System
Hyper-local Strategy
Campaign & Experience
Placemaking & Wayfinding
Merchandise Product
Amdahl collaborated with the Port of San Diego and the City of Imperial Beach, CA to create a hyper-local destination brand identity for the iconic IB Pier. IB is the Most Southwesterly city in the United States. The community lives up to its authentic SoCal, retro-cool, beach lifestyle of sunshine and happiness. The city public art and lifeguard towers exhibit an endless summertime palette of eye-catching color.
Primary design direction came at the request of the IB City Mayor: “How can you get visitors to walk the entire pier. They stop halfway and don’t get to the end.”
The design solution was partially inspired by looking down from 450 miles up. Google Satellite shows the IB Pier is in the shape of and arrow that points directly west into the Pacific Ocean. Amdahl Design created the acronym “MoSoWe” (Most South West) to further celebrate the destination to the world. The experiential tagline pulls it all together as an opportunity to take a selfie at the end of the arrow at the end of IB Pier. “Get to MOWOWE Point and Smile.
#Modowepont #MosowesSmile #MosoweLocal #MosoweSunset #MosoweSurf #GetToMosowePointAndSmile
Most South West ~ Imperial Beach CA
Get to MOSOWE Point
Pick any Color
This way to the #MOSOWEPOINT
The iconic SoCal destination strategy embraces a colorful, laid-back vibe and gives it energy.
Satellite Inspired.
Imperial Beach Pier
Destination Brand Identity and Tagline - Campaign
The cultural district of IB attracts global visitors to enjoy the “Hyper-local” flavors of an endless summer – sun, surf, sand, smiles and views across the Pacific Ocean. Imperial Beach is the Most Southwesterly City in the Continental USA. And, MOSOWE is a way of life. #mosowelife
IB Pier looking down form space, Amdahl was inspired by the shape of IB Pier. “It’s an arrow that points 1491 feet directly West into the Pacific Ocean” That makes IB Pier is the most SouthWesterly Point in the Continental USA. (MOSOWE Point)
Red Rails from Space would be Epic! But, blue is cool!
Challenge:
Create a better visitor experience.
Design Brief:
“How can we get people to the end of the pier? They stop half way and turn around.”
Mayor Serge Dedina
Solution:
Design a brand identity system and destination campaign for the Imperial Beach Pier that captures the retro-cool colorful vibe of its exact “mapped” location.
• Hyper-localize the IB Pier into a branded destination experience with global appeal.
• Give people a reason the walk all 1491 ft.
• Build on the SoCal, lifestyle.
• Drive economic impact through retail product that gives proceeds back to the neighborhood.
Tagline:
Get to the Mosowe Point and smile.
The tagline is the answer the Mayor’s question; It’s the selfie and customer experience that awaits them.
Logos, Visuals. Color.
The graphics highlight water, sunshine, happiness, and an arrow. (end-point of the IB Pier) The summertime palette features bright, eye-catching colors influenced directly from public art and lifeguard towers that are part of the IB public art program.
Merchandise
Sales from retail aimed to help to support IB beach an IB Pier programming.
Outcome:
Genius and Strategic. A Destination Experience that pays off. Why did we not do this before…
SD Port Staff Executive
I’ll buy a sweatshirt right now.
Imperial Beach City Council Member