River Coastal Living

brand identity

Agency: ChappellRoberts // Role: Designer

The Riverlights community serves as an upscale bridge between bustling beach towns and downtown. This North Carolina community was fortunate enough to have two commercial focal points on either end of its footprint and they needed an identity for both of them. The idea was to go through and craft identities that could work in pairs as well as on their own. 7Bridge is seen as something a resident would visit daily for coffee or food as well as provide personal wellness and dining options. Marina Village is an already established space that deals with riverfront retail, and boutique hospitality, and offers sunsets for days.

Each identity concept is into one of three theme buckets; a river coastal bohemian vibe, a more grounded historical context, and an upscale southern chic.

These identities include conceptual work.

Where the coastal breeze blows between waves and wide-open spaces, there’s Marina Village and 7Bridge. The rhythm of oars slicing the water with the harmony of bird calls creates an uplifting soundscape that invites visitors into their newest happy place. Think driftwood-inspired furniture, riverboat seating, and the sound of waves playing at the entrance.

At Marina Village and 7Bridge, we blur the lines between the historic and the modern to create a space where historic roots inspire daily routine. Acknowledging that these locations sit on the grounds of rich American history, our sun-dabbled spaces bring smiles to everyone who’s drawn to the energy of commemorated places. Think aged wood floors, tall archway windows, and firepit gathering places.

We stir together a highly upscale and pleasing mix of ingredients to create a destination where people will come to get away and get together. At Wilmington’s newest hot spots, visitors can choose between two ways to luxuriate: in Marina Village, brimming with Instagram-worthy shops and spots, or in 7Bridge – the place for doing all the to-dos in classy, southern style. Think Instagrammable accent walls, life-size chess boards, and shiny branded matchbooks.

At the end of the branding journey, a more cool and coastal look was chosen, with an emphasis on the word current. This word is visualized through shapes, photo containers, and patterns that reflect the area’s “go with the flow” attitude. This current carries the audience from each stop of their day, evening, and night and how Marina Village can be the environment that houses their good times.