VISUAL DIRECTION
The visual identity needed to feel distinctly San Diego—warm, coastal, and contemporary. I built the design around generous whitespace, soft neutral backgrounds, vibrant accents, and strategic color blocking to create visual rhythm as users scroll. I used a refined serif for display text and key phrases paired with a clean sans-serif for navigation and body copy.
Navigation was streamlined to five core links with ample spacing, and CTAs follow a consistent pattern with outlined buttons and arrow icons, creating a cohesive interaction language throughout the experience.