Mockup of the cover of a Dana Point Harbor leasing brochure with logo and sailboat image in the background

Dana Point, California

Dana Point Harbor Branding

Burnham Ward is repositioning Dana Point Harbor to be a coastal lifestyle destination. RSM Design collaborated with Burnham Ward to create a brand vision book to communicate the essence and vision of the project to consultant teams, the city and county, and key stakeholders. The book introduces the history and memorable qualities of Dana Point and provides a clear point of view and direction of the project. It includes guiding principles, target audiences and scenarios, and environmental design inspiration to convey a unifying vision. This brand book expresses and aligns a collection of materials and palettes to articulate the brand narrative.


  • Burnham Ward
  • Retail Insite

An inspired waterfront destination rooted in the past

Dana Point Harbor is looking to the future, with a firm foundation in the past as a source of inspiration and authenticity. It is a destination poised to deepen its relationship to the community and the richness of the waters found here. As the site evolves, it will continue to invite people in with a mix of uses including retail, entertainment, hospitality, recreation and education. It will clarify the invitations to explore, escape and connect with visible links to the amenities within. 

The Harbor provides a sense of wonder and delight through its year-round on-site programming.

A year-round mixed-use destination

The variety of offerings means the Harbor is a place where you could spend time year-round. The ocean breeze and relaxed atmosphere will make you want to stay as long as you can. There are an abundant amount of activities on and off the water.

A unique opportunity to redefine the character of the site by connecting to the water through all the senses.

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