A branding identity concept for a hotel located in North Park, CA. The client wished to highlight the neighborhood’s creative and culinary output, and immerse young families and millennials with North Park’s flavorful environment.

One noticeable aspect of North Park is that the locals don’t take themselves too seriously; that's also recognizable in the businesses through their branding. To make Citrus feel right at home: a sympathetic color palette, loose shapes, and lively typography are utilized to emphasize the company’s care for being warm and welcoming.