For the US City Branding project, I chose Rockland, Maine, a city known for its coastal charm and lobster industry. I developed a coastal and friendly theme, emphasizing this choice with bright colors and an illustrated style, particularly in my map illustration on the back of the brochure. Throughout my design, I used consistent elements—such as waves and lobsters—and a unified typeface to establish a cohesive identity system. To create hierarchy, I varied typography through different typefaces, bold and unbolded text, red and black color contrasts, and capital letters or a wavy line element underneath the key text. I achieved balance by incorporating a consistent blue border, whether as a bottom line, surrounding the stationary, or framing sections within the brochure.