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Project Brief

RETI Center partnered with my class Design Corps to create branding for BlueCity, along with potential print, interactive and environmental components occupying the new district. Through research and investigation our class helped define, develop and propose the most effective deliverables for this undertaking, and client-proposed deliverables include: logo, business papers,

brochure, promo video or motion graphics, and exhibition or large scale graphics. Our class worked in teams for this project.

Project Brief


RETI Center is creating a new industrial district on the water in Red Hook, called BlueCity. It will be the first of its kind, an off-grid, floating development that reinvents the working waterfront in the age of climate change and rising sea levels. The first physical structure will be the BlueCity Lab, a public space for education, training, scientific and engineering experimentation, and cultural events.


Leading a team of five other students, our team focused on research, investigation, messaging, and deliverables. For deliverables I focused on designing identity,  photo filter, and signage.


To help diverse waterfront communities survive and thrive in a changing climate.

Design Challenge

Creating brand identity for BlueCity that brings together businesses environmental organizations, communities, and educational institutions in order to develop a sustainable way to live and work on the waterfront. The campaign will focus on promoting the benefits BlueCity will bring to the people that live in Red Hook, and target business leaders and industries that can support this project.

Design Challenge

Final Signage Design - (Eureka & Fiona)

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Final Design
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Side Signage

Front Signage

Final Brochure Design - (Peg & Brooke)

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Brochure Front

Final Exhibition Design - (Wendy)

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Final Blue Blocks Identity - (Eureka & Jerri)

Final Video - (Jerri & Xiwen)


RETI Center has a versatile audiences, spanning from people within the community that advocate for more sustainable infrastructure and communities.


Our four main audiences include:

  • residents of Red Hook

  • People in the working community
    (don't necessarily live in Red Hook)

  • Business and Industry leaders looking for investments in the community

  • Collaborators that are environmentally conscious


RETI Center has a versatile audiences, spanning from people within the community that advocate for more sustainable infrastructure and communities.



  • Solid logo/ Identity for Blue City

  • Printed deliverables i.e. brochure or infographic

  • Signage that ties in identity

  • Video or motion graphics

  • interactive exhibited for public and industry professionals


  • How to build a more resilient and sustainable city

  • Using on site photos and videos to show the potential of Red Hook and the possible outcomes

  • Maps and infographics defining the scope and breakdown of the project

Identity Iterations - (Eureka)


​We want to take a minimalist approach in this visual identity, to convey the value of BlueCity Center which is building community resilience, directly to the audience. For the color, we choose blue in order to give it a more active appearance. The shade of the blue we selected provides a professional look and is a color highly associated with responsibility and reliability. Inspired by our visual research, this logo uses a grid system that keeps the type legible, even with varying size.

Color System



• Photo frames for brochure/ postcards

• White/blue frames highlight images on different background.
• logo and the Notches emphasizing one of Blue City’s main mission to create circular economies.

• Transparency is shown through our logos on top of the photos.

Photo Frames Iterations - (Eureka)

Exhibition Iterations- (Wendy)


Signage Iterations - (Eureka)

Arrows from our logo create a moving illusion that emphasizes our main theme circularity. Made out of reflective materials, these arrows will be reflective with water texture reinforce the moving illusion. Blue City logo will be a pop up element on the side along with our theme, Allow visitors to understand clearly about who we are.

Moodboard - (Eureka)

Research - (Eureka)

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