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CASE STUDY
Coastal Rebrand
Client: City of Deerfield Beach
Project Overview
This nearly five-year coastal rebrand was a collaborative effort across multiple City departments and construction projects. What started as a single design reference grew into a cohesive beachfront identity—rolled out over time as the pier, bait shop, lifeguard towers, and surrounding infrastructure were upgraded.
The Challenge
The beach was a visual free-for-all. Clashing signs. Random colors. No consistent style. Every department had done its own thing—and it showed. The City wanted a unified look that cleaned up the sign pollution without stripping away the local, coastal charm.
The Work
Everything started with one strong reference sign from a CRA project, which became the foundation for the entire beachfront identity.
The surfboard signs were refreshed with a bold, welcoming redesign using the new coastal color palette. A custom porthole feature at the bait shop was created to house the 24/7 underwater camera feed—designed to feel seamless despite the round opening and rectangular screen.
From there, the rebrand extended down the pier. Cluttered signage was removed and replaced with clean, consistent designs. Trash cans were integrated into branded enclosures, and educational signs highlighting the ten most commonly caught pier fish were introduced.
New lifeguard towers matched the branding, beach signage was consolidated into single clear panels, and the bait shop was fully redesigned inside and out. Parking meters, parking signs, and even nearby City buildings adopted the same color accents—extending the identity well beyond the sand.
The Result
One beach. One brand.
The visual clutter is gone—replaced by a vibrant, cohesive coastal style that finally feels intentional. Standing at the end of the pier, everything connects. And the best part? Local businesses have started sprinkling the color palette into their own spaces, proving the rebrand didn’t just clean things up—it set the tone for the entire beachfront.
