TIDAL PAGES
TIDAL PAGES is a San Diego-based directory and community hub dedicated to closing the generational wealth gap. By connecting conscious consumers with BIPOC-owned businesses, they turn local commerce into a catalyst for social impact—creating "waves of change" throughout the county.
Originally focused on environmental advocacy, Tidal Pages underwent a major pivot. Their new mission: to empower communities of color through an online directory and high-impact, community-centric events.
However, transitioning from environmentalism to social equity meant speaking to a brand-new audience. They needed a visual identity that felt as vibrant and powerful as the community they serve, while bridging the gap between their coastal roots and their new focus on economic empowerment.
“When our organization needed a new brand for TIDAL PAGES, a new directory of BIPOC businesses in San Diego County, Jess was our natural first choice. She didn't just redesign a logo; she created a beautiful new brand identity that perfectly captured the diversity and "wave of change" we wanted the directory to reflect.”
Designing the Wave
Working in tandem with the brand foundation established by Axiom of Purpose, we translated TIDAL PAGES’ mission, vision, and values into a cohesive visual identity designed to resonate with San Diego’s diverse entrepreneurial ecosystem.
The Strategy behind the Symbols:
- The "A" Icon: Represents forward movement and the uniqueness of these businesses in a "sea of sameness."
- The Wave: A nod to the brand’s name and the transformative power of water, signaling the movement and change they are bringing to San Diego.
- The Gradient: A celebration of diversity. The colorful palette reflects the vibrancy of communities of color and was inspired by the iconic, warm hues of a San Diego sunset.
Designing the Wave
Working in tandem with the brand foundation established by Axiom of Purpose, we translated TIDAL PAGES’ mission, vision, and values into a cohesive visual identity designed to resonate with San Diego’s diverse entrepreneurial ecosystem.
The Strategy behind the Symbols:
- The "A" Icon: Represents forward movement and the uniqueness of these businesses in a "sea of sameness."
- The Wave: A nod to the brand’s name and the transformative power of water, signaling the movement and change they are bringing to San Diego.
- The Gradient: A celebration of diversity. The colorful palette reflects the vibrancy of communities of color and was inspired by the iconic, warm hues of a San Diego sunset.
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