St.John’s Bay Brand Redesign

Role: Junior Designer at Asimov Collective

  • Adjusting brand voice through typography.
  • Creating the Graphic systems and components.
  • Redirecting the color strategy and photography styles. 


The previous brand identity:

  • Feels outdated and not competitive
  • Failed to represent the enormous economic potential growing at St.John’s Bay. 
  • Didn’t reflect the energetic, tropical nature of lifestyle at Carribean Region
  • The graphic system was too static. Therefore it is lack of spaces for the identity to expand and stretch itself to other dimensions e.g. from print to web, from static graphics to motion. 


Selected Pages from Brand Guideline:

Example Usages:

Brooklyn, New York