Choose Santa Cruz

Repositioning the Santa Cruz Economic Development Office

  • Branding
  • Photography
  • Website Design
  • Development
  • Video
  • Motion Graphics
  • Copywriting
  • Iconography
  • Strategy
  • Events
  • Messaging

We worked with our local Economic Development Office to create a new brand identity, website, and user experience designed to engage entrepreneurs and people considering living and working in Santa Cruz. Our goal was to establish them as the go-to agency and information source for starting and growing businesses, organizations, and infrastructure projects in the city. 

A New Identity

We wanted to create a completely new experience for interacting with the Economic Development Office, so we knew that we'd need to create a new name and brand. We landed on "Choose Santa Cruz" to show that living and working in Santa Cruz is a conscious choice. The logo crest represents Santa Cruz's unique environment between the redwoods and the sea.

The crest was inspired by Santa Cruz's unique environment between the redwoods and the sea. An extensive icon library helped us communicate complex subjects in a streamlined, visual manner.

Where Work & Culture Converge

Balancing services and functionality with reasons for visitors to return, we approached the website with a highly visual and editorial design direction. We focused on combining practical information with a more narrative and emotional angle to highlight the unique culture that defines Santa Cruz. 

In-depth Series

We produced and directed a 9-part video series paired with long-form articles to tell deeper stories. View the whole series on the Choose Santa Cruz site.

In Depth: Stripe Design Group
In Depth: Route 1 Farms
In Depth: Looker

A Resources Toolbox

A major goal of the site was to help make it easy for people to launch and grow businesses in Santa Cruz. We built an online resources section complete with a comprehensive business roadmap and quick-start guides for specific business types. 

We also created print versions of the business guidebooks.

A Visual Language

Using Craft CMS and our style guide, the Choose Santa Cruz team can handle visual updates and consistently maintain and scale the site as their brand evolves and new stories are told.

Santa Cruz on Display

Work & Culture define Santa Cruz. Working with the Choose Santa Cruz team, we shot 3,000+ photos across the entire city to populate the site and create an image library.

"Hands down, Cosmic is an invaluable partner—so much so that our collaboration has helped to redefine our industry through a brand and design that continues to drive business and build possibilities."

J Guevara - Choose Santa Cruz
View All Work

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