City District: The Heart of Orlando, is a region of the city, formerly known as the Church Street District, that stretches from the bustle of downtown all the way to Orange Blossom Trail, encompassing several notable destinations like the Camping World Stadium, the Dr. Phillips Center and lots of restaurants and businesses in between. Discovering a visual identity for not only Orlando’s most prominent area but one that boasts so many facets was quite the challenge. I was tasked with first designing a logo that encompassed the five pillars that make up the H.E.A.R.T. of the city: history, entertainment, art, restaurants and technology.
I allowed the vibrant color palette of the logo to further inspire the remaining visuals of the brand; bold strokes of color jumping out from the cityscape, contrasting with sophisticated grayscale photography, personifying the city’s eccentric yet inviting character at every corner.
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