Downtown Homestead Brand Identity

Downtown Homestead is the heart and soul of Homestead, Florida. Known for its rich history and culture, the area recently embarked on an expansive revitalization project designed to breathe new life into this historic district. As part of the revitalization, The Brand Collective was enlisted to design a fresh brand identity that mirrored Downtown Homestead’s outlook towards the future while capturing its charming spirit.

Inspired by the idea of Downtown Homestead’s transformative journey, we created a logo and icon that manifested an open system as a subtle play on pathways. Also serving as a graphic element throughout the branding, the logo represents the many paths for the future – from the initiatives currently in development as well as those still to come. The identity system was designed to project Downtown Homestead’s brand core values through a bright and optimistic color palette directly taken from colors found around the area. The whimsical typography exudes an inviting and playful nature that pairs perfectly with the location’s distinctive personality. The brand identity works seamlessly together to exude a vibrant presence that makes anyone who comes across it smile from cheek to cheek.

Along with the new visual brand identity, The Brand Collective team developed an inviting brand voice that is lighthearted and whimsical to go hand in hand with the character of the visual identity and the city. The brand elements all came together seamlessly to showcase Downtown Homestead’s new cheerful aesthetic and language throughout print collateral, an interactive website design, social media, and environmental graphics.

The approach was to shape Downtown Homestead’s identity revolving around its vibrant, bold attitude while staying true to its past. Based on this ethos, The Brand Collective crafted a visual language that brought it all together under one brand and one voice.