Crestline Chamber of Commerce
Sector: Public
Services: Essential Identity Design
Deliverables: Logo system | Brand style guide
The Brief
The Crestline Chamber of Commerce serves as the primary advocate for tourism and local business in a mountain community centered around Lake Gregory. Despite being the closest public lake to several major Southern California cities, Crestline remained a "hidden gem" that many urban travelers had yet to discover.
The Chamber’s existing brand, which featured a literal jumping fish, felt dated and overly busy. They needed a modern visual identity that could shift the town's narrative toward "accessible adventure". The goal was to reach a new generation of urban visitors seeking a weekend getaway with a professional and inviting identity that prioritized simplicity over literal depiction.
Lake Gregory
Original logo
My Direction
My goal was to distill the beauty and rugged heritage of Crestline into a modern tourism identity. I developed a bold, versatile, yet user-friendly brand toolkit that establishes a professional, “front-door” presence for the community.
The Result
Iconic Brand Mark: A memorable and welcoming mark that captures the essence of Lake Gregory.
Intentional Design: A move away from the literal to a strategic identity that feels both modern and rooted in the Crestline landscape.
Functional Clarity: A streamlined logo and color system that provides the Chamber with a consistent look across all tourism and community communications.
