Advocacy logo / vector illustration
Save Del Mar
2023
A public-facing protest graphic developed from a client's rough sketches into a clear, memorable mark opposing proposed rail tunnel work through the Del Mar bluffs.
Project overview
Making a local infrastructure concern visible.
Regional transportation agencies are advancing a number of rail projects in Del Mar. My client, an opponent to the project, requested a design to use during a SANDAG protest at Del Mar City Hall. The mark needed to communicate potential consequences of drilling through the sensitive Del Mar bluffs while also showing the risk of pollution.
Translated rough client sketches into a usable campaign graphic.
Balanced environmental concern with immediate visual clarity.
Iterated the mark based on client feedback about smoke and pollution.
Created artwork that could support a real public protest context.
Starting point
Building from the client's original vision.
The client provided sketches that showed the tunnel, hillside homes, train, and protest symbol. I used those ideas as the foundation, then moved into vectorizing the concept so the message could become clearer and more reproducible.
Exploration
Sketching process and logo variations.
The logo variations explore how much detail the mark could carry while still reading quickly at protest-sign distance.
Final logo
Adding smoke, cracks, and a stronger protest read.
The client loved the variations and suggested adding smoke coming out of the train to emphasize potential pollutants near Del Mar homes. With cracks coming out of the tunnel, smoke, and an unattractive freight train, the final mark made the protest message more direct.
Public use
Del Mar City Hall event broadcasted.
The strongest hiring point is that the graphic moved beyond a concept and was connected to a real local advocacy event.
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