THE TIDE POOL: MARKETPLACE EXPERIENCE & BRAND SYSTEM
User Experience Design, Research & Strategy, Brand Identity, Journey Mapping, Packaging Design, Environmental Design, Concept Development
User Experience Design, Research & Strategy, Brand Identity, Journey Mapping, Packaging Design, Environmental Design, Concept Development
The Tide Pool is a coastal marketplace designed to reconnect consumers with the businesses and ecosystems behind their food. Inspired by my experiences visiting communities like Point Reyes Station, the project responds to the growing challenges faced by small fisheries, farms, bakeries, and specialty food producers that struggle to compete with increasingly industrialized food systems. Through extensive research, user-centered strategy, and experience design, I developed a marketplace that blends commerce with environmental stewardship, creating opportunities for visitors to build meaningful relationships with local producers while learning about the coastal environments that support them. Spanning brand identity, packaging, environmental graphics, merchandise, and customer journey design, the project demonstrates my ability to combine research and systems thinking into a cohesive experience that strengthens connections between people, place, and community.
The Tide Pool is a coastal marketplace designed to reconnect consumers with the businesses and ecosystems behind their food. Inspired by my experiences visiting communities like Point Reyes Station, the project responds to the growing challenges faced by small fisheries, farms, bakeries, and specialty food producers that struggle to compete with increasingly industrialized food systems. Through extensive research, user-centered strategy, and experience design, I developed a marketplace that blends commerce with environmental stewardship, creating opportunities for visitors to build meaningful relationships with local producers while learning about the coastal environments that support them. Spanning brand identity, packaging, environmental graphics, merchandise, and customer journey design, the project demonstrates my ability to combine research and systems thinking into a cohesive experience that strengthens connections between people, place, and community.
Research & Strategy
The Tide Pool began with my fascination for coastal communities like Point Reyes Station, a place I have visited many times and have grown deeply connected to through its local businesses and surrounding landscapes. During these visits, I witnessed a growing tension between the independent producers that give these towns their character and the larger systems that increasingly compete for consumer attention and resources. My research expanded on these observations through an investigation into coastal tourism, local food economies, environmental conservation, and consumer behavior throughout Marin County. I compiled tourism data, marketplace analysis, proto personas, comparative research, and strategy workshops with my own firsthand experiences, and identified an opportunity to create a marketplace that prioritizes community connection and environmental stewardship in a way that benefits the area it resides in. These findings became the foundation for every decision that followed in shaping an experience rooted in the values and lifestyles of the people who live, work, and travel along the Northern California coast.
Research & Strategy
The Tide Pool began with my fascination for coastal communities like Point Reyes Station, a place I have visited many times and have grown deeply connected to through its local businesses and surrounding landscapes. During these visits, I witnessed a growing tension between the independent producers that give these towns their character and the larger systems that increasingly compete for consumer attention and resources. My research expanded on these observations through an investigation into coastal tourism, local food economies, environmental conservation, and consumer behavior throughout Marin County. I compiled tourism data, marketplace analysis, proto personas, comparative research, and strategy workshops with my own firsthand experiences, and identified an opportunity to create a marketplace that prioritizes community connection and environmental stewardship in a way that benefits the area it resides in. These findings became the foundation for every decision that followed in shaping an experience rooted in the values and lifestyles of the people who live, work, and travel along the Northern California coast.
Sketching & Exploration
The visual identity for The Tide Pool grew directly from the businesses and environments that inspired the project. I wanted the brand to reflect the rugged authenticity, craftsmanship, and history that define so many Northern California coastal communities.
I developed the identity through hand-drawn sketches and exploratory pencil drawings that emphasized imperfection, texture, and personality. This sketching process established the handcrafted visual quality that ultimately became central to the final brand system. Free-flowing linework, distressed strokes, and playful organic forms gave the identity a more approachable and human feel when compared to the polished appearance often associated with large corporate brands. The unironically Spongebob-inspired typography that I landed on captured the nostalgic character of coastal towns and had vintage qualities that reinforced the marketplace’s welcoming and community-oriented personality.
Sketching & Exploration
The visual identity for The Tide Pool grew directly from the businesses and environments that inspired the project. I wanted the brand to reflect the rugged authenticity, craftsmanship, and history that define so many Northern California coastal communities.
I developed the identity through hand-drawn sketches and exploratory pencil drawings that emphasized imperfection, texture, and personality. This sketching process established the handcrafted visual quality that ultimately became central to the final brand system. Free-flowing linework, distressed strokes, and playful organic forms gave the identity a more approachable and human feel when compared to the polished appearance often associated with large corporate brands. The unironically Spongebob-inspired typography that I landed on captured the nostalgic character of coastal towns and had vintage qualities that reinforced the marketplace’s welcoming and community-oriented personality.
Brand Identity System
At the center of the final identity is a white-fronted plover, a threatened shorebird native to California’s coastline and commonly found throughout the Point Reyes area. I selected the plover because its vulnerability parallels the challenges faced by many independent food producers and small businesses throughout the region. The bird serves as both an ecological symbol and a metaphor for the communities that The Tide Pool seeks to support and protect.
The visual language reinforces these ideas through the use of rustic reds, ocean blues, hand-drawn textures, and intentionally imperfect linework that evoke authenticity, craftsmanship, and a strong sense of place. These elements work together to create a visual system that feels trustworthy and deeply rooted in the coast.
To support the marketplace’s multiple vendor categories, I also developed a family of sub-identities for the seafood, produce, and baked goods divisions. Each division features its own logo and visual personality while remaining connected to the larger Tide Pool identity through shared typography, illustration styles, colors, and textures. This flexible system allows each marketplace category to feel distinct and recognizable while contributing to a cohesive brand experience that unifies the marketplace as a whole.
Brand Identity System
At the center of the final identity is a white-fronted plover, a threatened shorebird native to California’s coastline and commonly found throughout the Point Reyes area. I selected the plover because its vulnerability parallels the challenges faced by many independent food producers and small businesses throughout the region. The bird serves as both an ecological symbol and a metaphor for the communities that The Tide Pool seeks to support and protect.
The visual language reinforces these ideas through the use of rustic reds, ocean blues, hand-drawn textures, and intentionally imperfect linework that evoke authenticity, craftsmanship, and a strong sense of place. These elements work together to create a visual system that feels trustworthy and deeply rooted in the coast.
To support the marketplace’s multiple vendor categories, I also developed a family of sub-identities for the seafood, produce, and baked goods divisions. Each division features its own logo and visual personality while remaining connected to the larger Tide Pool identity through shared typography, illustration styles, colors, and textures. This flexible system allows each marketplace category to feel distinct and recognizable while contributing to a cohesive brand experience that unifies the marketplace as a whole.
Awareness: X Marks the Spot Campaign
The awareness phase introduces The Tide Pool as a hidden coastal destination waiting to be discovered. Drawing from the sense of exploration I have always felt while visiting places like Point Reyes, I developed an “X Marks the Spot” campaign that positions the marketplace as a destination worth seeking out rather than simply another place to shop. Weathered textures, coastal imagery, and maritime-inspired colors help establish a sense of adventure while reflecting the character of the region itself. The campaign invites audiences to look beyond conventional food systems and discover the people, stories, and environments behind the products they consume.
Awareness: X Marks the Spot Campaign
The awareness phase introduces The Tide Pool as a hidden coastal destination waiting to be discovered. Drawing from the sense of exploration I have always felt while visiting places like Point Reyes, I developed an “X Marks the Spot” campaign that positions the marketplace as a destination worth seeking out rather than simply another place to shop. Weathered textures, coastal imagery, and maritime-inspired colors help establish a sense of adventure while reflecting the character of the region itself. The campaign invites audiences to look beyond conventional food systems and discover the people, stories, and environments behind the products they consume.
Waiting: Seasonal Discovery Boxes
The waiting touchpoint became an opportunity to extend The Tide Pool experience beyond the physical marketplace while creating a deeper emotional connection between consumers and local producers. Rather than functioning as a conventional subscription box, I designed the seasonal discovery box as a highly curated experience for individuals who want to support the marketplace but may not be able to travel to Point Reyes themselves. Each box contains products developed in collaboration with local businesses and serves as a physical representation of the marketplace’s mission, values, and community partnerships.
The packaging system was intentionally designed to feel unexpected, playful, and collectible. Exterior panels feature vibrant illustrated fish patterns and are branded with one of The Tide Pool’s division-specific logos, allowing each seasonal box to represent a different marketplace category. For the seafood edition, the experience continues inside through four uniquely designed tinned seafood products: The Mussel Hustle, Pier Pressure, Clam Jam, and The Tuna Matata. Each product features its own custom color palette, illustrations, and personality to turn ordinary seafood packaging into an actually memorable experience. By departing from the muted and utilitarian aesthetics commonly found in seafood branding, the packaging celebrates the character and creativity of coastal food culture. The result is a highly personalized experience that makes supporting local businesses feel engaging and emotionally meaningful long before a visitor ever arrives at the marketplace itself.
Waiting: Seasonal Discovery Boxes
The waiting touchpoint became an opportunity to extend The Tide Pool experience beyond the physical marketplace while creating a deeper emotional connection between consumers and local producers. Rather than functioning as a conventional subscription box, I designed the seasonal discovery box as a highly curated experience for individuals who want to support the marketplace but may not be able to travel to Point Reyes themselves. Each box contains products developed in collaboration with local businesses and serves as a physical representation of the marketplace’s mission, values, and community partnerships.
The packaging system was intentionally designed to feel unexpected, playful, and collectible. Exterior panels feature vibrant illustrated fish patterns and are branded with one of The Tide Pool’s division-specific logos, allowing each seasonal box to represent a different marketplace category. For the seafood edition, the experience continues inside through four uniquely designed tinned seafood products: The Mussel Hustle, Pier Pressure, Clam Jam, and The Tuna Matata. Each product features its own custom color palette, illustrations, and personality to turn ordinary seafood packaging into an actually memorable experience. By departing from the muted and utilitarian aesthetics commonly found in seafood branding, the packaging celebrates the character and creativity of coastal food culture. The result is a highly personalized experience that makes supporting local businesses feel engaging and emotionally meaningful long before a visitor ever arrives at the marketplace itself.
Experience: Marketplace System
The experience touchpoint focuses on how visitors physically interact with The Tide Pool and its vendors while exploring the marketplace. To support this experience, I developed a collection of branded environmental and product-based touchpoints, including marketplace welcome signage, seasonal menu boards, custom tinned seafood packaging, and branded paper packaging for baked goods and produce. These pieces demonstrate how the primary identity and its supporting sub-brands function within their intended contexts, creating a cohesive experience that guides visitors through the marketplace while reinforcing its connection to local food systems. From discovering seasonal offerings to purchasing products from participating vendors, each touchpoint extends The Tide Pool’s identity in a way that celebrates the coastal producers and ecosystems that make the marketplace possible.
Experience: Marketplace System
The experience touchpoint focuses on how visitors physically interact with The Tide Pool and its vendors while exploring the marketplace. To support this experience, I developed a collection of branded environmental and product-based touchpoints, including marketplace welcome signage, seasonal menu boards, custom tinned seafood packaging, and branded paper packaging for baked goods and produce. These pieces demonstrate how the primary identity and its supporting sub-brands function within their intended contexts, creating a cohesive experience that guides visitors through the marketplace while reinforcing its connection to local food systems. From discovering seasonal offerings to purchasing products from participating vendors, each touchpoint extends The Tide Pool’s identity in a way that celebrates the coastal producers and ecosystems that make the marketplace possible.
Follow-Up: Merchandise Collection
The follow-up phase extends the relationship between visitors and The Tide Pool after their visit has ended. Inspired by the everyday lifestyles of travelers, food enthusiasts, and supporters of local businesses, I developed a collection of merchandise that integrates naturally into daily routines while serving as a reminder of the marketplace’s values. Instead of being limited to function as simple souvenirs, these pieces allow visitors to carry the story of The Tide Pool with them and continue supporting its mission beyond the marketplace itself. Through repeated use, the merchandise helps strengthen long-term emotional connections to the community and coastal environments that inspired the project.
Follow-Up: Merchandise Collection
The follow-up phase extends the relationship between visitors and The Tide Pool after their visit has ended. Inspired by the everyday lifestyles of travelers, food enthusiasts, and supporters of local businesses, I developed a collection of merchandise that integrates naturally into daily routines while serving as a reminder of the marketplace’s values. Instead of being limited to function as simple souvenirs, these pieces allow visitors to carry the story of The Tide Pool with them and continue supporting its mission beyond the marketplace itself. Through repeated use, the merchandise helps strengthen long-term emotional connections to the community and coastal environments that inspired the project.
The Outcome
The Tide Pool demonstrates how design can strengthen the relationships between consumers, local producers, and the environments that support them. By combining research, branding, packaging, environmental graphics, and service design into a unified experience, I created a captivating marketplace model rooted in supporting small coastal businesses. Every stage of the project was informed by both research and my personal experiences within Northern California’s coastal communities, allowing the final solution to feel grounded in the culture and realities of the people it was designed to serve. Developing such a large-scale system challenged me to think beyond individual deliverables and instead design an immersive experience where every touchpoint contributes to a larger narrative. Through this process, I discovered a particular passion for packaging design and grew more confident in using bold color, expressive illustration, and distinctive visual systems to create memorable experiences. While the concept is situated in Point Reyes, the underlying blueprints were intentionally designed to be adaptable for creating opportunities for similar marketplaces to support local businesses, food cultures, and coastal communities throughout California.
The Outcome
The Tide Pool demonstrates how design can strengthen the relationships between consumers, local producers, and the environments that support them. By combining research, branding, packaging, environmental graphics, and service design into a unified experience, I created a captivating marketplace model rooted in supporting small coastal businesses. Every stage of the project was informed by both research and my personal experiences within Northern California’s coastal communities, allowing the final solution to feel grounded in the culture and realities of the people it was designed to serve. Developing such a large-scale system challenged me to think beyond individual deliverables and instead design an immersive experience where every touchpoint contributes to a larger narrative. Through this process, I discovered a particular passion for packaging design and grew more confident in using bold color, expressive illustration, and distinctive visual systems to create memorable experiences. While the concept is situated in Point Reyes, the underlying blueprints were intentionally designed to be adaptable for creating opportunities for similar marketplaces to support local businesses, food cultures, and coastal communities throughout California.
A Special Note for Professor Lauren Kelly
This project would not have been possible without the immense support and encouragement of Professor Lauren Kelly at California State University Sacramento. Completing a project of this scale within such an unexpectedly short timeframe was extraordinarily challenging, but it ultimately taught me more than I could have anticipated. There were several moments when I was ready to abandon the concept and return to other ideas, but Professor Kelly consistently encouraged me to trust the potential of the project and continue pushing it forward. Looking back, I am incredibly thankful that she saw value in the idea long before it had fully taken shape.
What makes this project especially meaningful to me is that I never expected such difficult circumstances to produce a result that I am genuinely proud of and enjoyed creating so much. It unexpectedly became one of my favorite passion projects to date and was ultimately the most well-received project in my Spring Show exhibition. I had an absolute blast designing every part of it, from the research and branding to the packaging and experience design, and I often think about how different things might have been had I chosen to scrap it. I am deeply grateful for Professor Kelly’s guidance, encouragement, and belief in me throughout the process, and I will never forget the impact it had on both this project and my growth as a designer.
Thank you, Professor Kelly :)
A Special Note for Professor Lauren Kelly
This project would not have been possible without the immense support and encouragement of Professor Lauren Kelly at California State University Sacramento. Completing a project of this scale within such an unexpectedly short timeframe was extraordinarily challenging, but it ultimately taught me more than I could have anticipated. There were several moments when I was ready to abandon the concept and return to other ideas, but Professor Kelly consistently encouraged me to trust the potential of the project and continue pushing it forward. Looking back, I am incredibly thankful that she saw value in the idea long before it had fully taken shape.
What makes this project especially meaningful to me is that I never expected such difficult circumstances to produce a result that I am genuinely proud of and enjoyed creating so much. It unexpectedly became one of my favorite passion projects to date and was ultimately the most well-received project in my Spring Show exhibition. I had an absolute blast designing every part of it, from the research and branding to the packaging and experience design, and I often think about how different things might have been had I chosen to scrap it. I am deeply grateful for Professor Kelly’s guidance, encouragement, and belief in me throughout the process, and I will never forget the impact it had on both this project and my growth as a designer.
Thank you, Professor Kelly :)
