Long Beach, California

2nd & PCH Branding

In Long Beach, California, at the cross-section of 2nd Street and Pacific Coast Highway, sits an experiential retail destination. 2nd & PCH embodies the charm of a modern marina village, inspired by the good vibes of coastal living. The architecture has a harmonious blend of laid-back cool and stylish flair, while the pathways whisper for you to take a leisurely stroll and soak up the ocean breeze. RSM Design team worked closely with CenterCal to craft a vision and brand for 2nd & PCH that draws from the sophisticated and laid-back Southern California lifestyle. The branding and placemaking details celebrate moments of whimsy through detailed typography and pops of color.



  • Branding & Logo Design
  • Vision & Narrative
  • Brand Strategy
  • Logo Development
  • Brand Guidelines
  • Print & Digital Collateral
  • Branded Environment


  • CenterCal


In-depth research played a pivotal role in shaping the fundamental values that drive the vision behind 2nd & PCH. By studying the history and cultural context of Alamitos Bay and the surrounding community, our team then crafted a brand vision to bring the destination to life. The vision is rooted in a set of balanced core values – casual and inviting, upscale & contemporary, and coastal nostalgia.

Crafted details inspired by the laid-back Southern California lifestyle.

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