Visit Paso
Being locals to Paso Robles, we had a passion for a side-project to create a lifestyle brand that truly captures the feeling and personality of our Central Coast town. Having the @visitpaso handle on Instagram empowered us to share our town with the world.
A Motif Brand™
This particular brand is owned and operated by Motif Brands. As a Motif Brand, we strive to have it push limits and challenge the status quo in both form and function. We create and grow internal brands in efforts to make an impact, have fun, and introduce a solution to the market that we think would bring value to the audience it serves.
The Challenge
The main driving force of this brand is its social media presence. The challenge of growing an organic following that consists of both locals and tourists became the main focus of the digital strategy of the brand.
The Strategy
The strategic approach was to connect with the locals and give them a brand to be proud about that supports their community and lifestyle. While in the same breath, giving the awareness and value to visitors who may be experiencing Paso Robles and want memories to cherish.
The Design
The visual design of the brand’s identity followed along the to create something that caught the eye but wasn't overwhelming. This was in efforts to have it be likable enough to wear and speak to the audience. The slight personality in the custom letter form brings some rural personality while the uneven lines help it feel handcrafted and local. This helps balance the minimalism and contemporary essence of the rest of the brand's identity.
The Creative Solution*
The solution needed to be a visual brand that was iconic, yet open for interpretation. The color palette had to speak of the main draw of the region (wine) and also be contemporary and eye catching. The brand's goal is to signal to the audience a message that is much more than just wine, city, or region, but capture the "Paso lifestyle" for them to enjoy.
The Results
A focused identity helped Visit Paso feel more like a shared expression of local pride than a generic social media account. The brand system gave the page a clearer personality, stronger recognition, and more reasons for the community to engage.
The Shift
A focused identity helped Visit Paso feel more like a shared expression of local pride than a generic social media account. The brand system gave the page a clearer personality, stronger recognition, and more reasons for the community to engage.
*Learn more why our solutions drive results.
What Improved
The brand gave locals something to rally around.
The identity made the social presence feel like a shared expression of Paso Robles pride.
Visitors could feel the town faster.
The system helped communicate the personality and lifestyle of Paso Robles at a glance.
The brand supported organic growth.
A likable, flexible visual identity made the account easier to share, remember, and build around.
The project captured a local point of view.
Because it was rooted in lived familiarity, the brand could feel more authentic than a generic tourism mark.
