This project explores a reimagined civic brand identity for Providence, Rhode Island, grounded in historical research, cultural analysis, and visual investigation. Through an in-depth research phase, I examined the city’s history, geography, demographics, and existing visual communications to understand how Providence expresses itself—both intentionally through official branding and organically through street-level design, architecture, and public art. These insights informed a strategic rebrand focused on unifying the city’s rich heritage with its contemporary creative culture.

The final identity system balances tradition and innovation, translating Providence’s character into a flexible, modern visual language. Using extracted colors, typography, and textures inspired by the city’s industrial past and artistic present, the rebrand emphasizes inclusivity, creativity, and resilience. The system was designed to be adaptable across civic applications—print, digital, signage, and public-facing materials—while maintaining a cohesive tone. This project demonstrates my ability to synthesize research into strategic design decisions and develop a thoughtful brand identity that authentically represents a place and its people.

Research, Brand Strategy, Visual Identity Design, Concept Development