Carlsbad “Village by the Sea” is a small city with rolling, tree-lined hills and scenic California coastline where residents and guests play in the sun. Old World charm coexists with modern day pleasure and high-tech industry. The region’s beautiful landscape, sunny climate, native wildlife, and relaxed lifestyle on the Pacifi c coast frame a wealth of imagery from which to draw in the creation of graphic design elements for the Westfield Plaza Camino Real shopping center.
Waking State Design designed an intuitive navigational system for an aging shopping center in Carlsbad, California. The Plaza Camino Real had a number of remodels over its 40 years, which muddied it’s identity. Research of the location, it’s history, and study of the demographic led us to develop a comprehensive visual language and overall system of integrated graphics which spoke to the region’s history and connection to the breathtaking San Diego coastline, with the goal of intuitively lead people through the expanse of surface parking into the several mall entrances.