US City Branding

This Brand consists of a monogram logo, a comprehensive brand standards one sheet, a travel brochure, and a stationery package for the city of Newburyport, Massachusetts. Based on research I surmised that Newburyport is a coastal New England town defined by its maritime heritage, refined historic architecture, and vibrant small-town atmosphere. I catered its identity to its sense of timeless charm, nautical sophistication, and community warmth. The monogram "NBP" creates an immediate association with Newburyport. The logo is designed to be scalable to expand its possible applications, from signage to digital platforms. The proportion of text to symbol ensures legibility and impact while maintaining its aesthetic appeal. A sweeping wave element introduces a sense of movement, symbolizing both the town’s maritime history. This fluid form adds visual rhythm to the composition, leading the viewer’s eye naturally through the design. The palette integrates deep reds (brick buildings), muted blues (coastal waters), and warm neutrals (sandy shores) to quote Newburyport’s landscape and architectural heritage. On the stationary set, the overlapping circular graphic elements are meant to call to the coast and are reflected by organic, curving forms in the brochure. The linear elements in the letterhead and business card reinforce the nautical themes relevant to the town. The travel brochure was designed to attract Newburyport’s key audience: weekend travelers, families, cultural tourists, and nature enthusiasts seeking a refined yet approachable coastal escape. I combined soft, natural colors, classic typography, and photography to reflect Newburyport’s identity as both a historic seaport and a desirable destination. The layout is clean and inviting, offering clear navigation and visual hierarchy. Strategic use of icons, callouts, and a custom map ensures quick access to important information while maintaining visual interest. From charming downtown views to serene natural landscapes, the brochure presents a curated glimpse into Newburyport.

Brand Guidelines

CULTURAL AND HISTORIC CONTEXT

Originally inhabited by the Pawtucket Tribe, it was settled by European immigrants in the 1630s as a part of Newbury, Massacusetts. While inland areas focused on agriculture, it developed into a fishing and trading hub which led to Newburyport’s separation from Newbury in 1764. Shipbuilding and trade brought wealth, continuing through the late 1800s, with the last square-rigged ship in Massachusetts launched from Newburyport. In 2012, Newburyport became an official Coast Guard City, in recognition of its role as the birthplace of the Coast Guard.

GEOGRAPHY AND ENVIRONMENT

Newburyport is located along the Merrimack River and the Atlantic Ocean, 36 miles from the Greater Boston area, 20 minutes from a deep-water port of call, and an hour’s drive from the White Mountains and New Hampshire’s pristine lakes.

Natural Features:

Parker River National Wildlife Refuge offers miles of protected coastline and salt marshes.
Plum Island: A barrier island with scenic beaches, dunes, and birdwatching areas.

Climate & Weather:

There are four distinct seasons: Cold, snowy winters; mild springs; warm summers; crisp, colorful autumns. Coastal storms and flooding risks due to its proximity to the ocean and river.