Long Beach, California
2nd & PCH
2nd & PCH is a coastal contemporary marina village inspired by the unexpected moments of a coastal life savored. The casual, yet eloquent resort-style character of the architecture, and a thoughtfully orchestrated cadence of the streets invites all to enjoy the lush and rich experience in the cool ocean breeze. The RSM Design team worked closely with CenterCal to craft a vision and brand for 2nd & PCH that drew from the sophisticated yet laid-back Southern California Marina lifestyle and celebrated it with moments of whimsy.
Vision & Narrative
Print & Digital Collateral
ANCHORED BY OUR FINDINGS
Our research influenced the core values of 2nd & PCH’s vision palettes. The palettes reflect a set of balanced core values – casual and inviting, upscale & contemporary, and coastal and nostalgic elements. The palettes and applications articulate the brand’s sensibility, audience’s lifestyle, and key notions of the location.
A DYNAMIC NAME
We developed the name of 2nd and PCH. Its name is short and to the point and the “&” can become a unique mark. The name easily reads as an address advocating for users to remember the location. The logo is contemporary yet, its playful typography enhances a sense of authentic character all while the color palette recalls the marina.