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WALTHAM
H I STORY As one of the oldest settled towns or cities in Massachusetts, Waltham has a rich history spanning back as early as the 1600’s. What originally started as a mill town because of the easily accessible power the Charles River provided, Waltham has progressed into a hub of industry that continues to thrive today with many new companies and people contributing to the dynamic yet reminiscent community.
Waltham Rebrand
Research
“ WATCH CI T Y� This nickname that still exsists today comes from the Waltham Watch Factory. Founded in 1854, the factory was in use until the 1950s. Creating machinery that was the most precise in the world, the Waltham Watch Company was on the international forefront as the first company to mass produce a complete watch under one roof.
Waltham Rebrand
Research
T H E PEOPL E Known for its diversity across cultures, races, and ages, Waltham boasts a wide range of assorted stores, restaurants, and markets. The city contains two universities, with a large portion of Indian and Hispanic residents also making up her population. Nicknamed “Little Kampala,� Waltham is also home to over 750 Ugandan residents, which is 64x more than would be expected based on national averages. People of all nations flock to this city for its accepting and welcoming spirit.
Waltham Rebrand
Research
MO ODY STR EE T Since the 1800’s, Moody Street has been at the core of Waltham’s bustling community, with shops that are constantly changing lining her street. The heart of this strip continues to be a center of diverse resturants, shops, and boutiques that cater towards any taste.
Waltham Rebrand
Research
REBRAND As a city that is home to over 60,000 people of many different walks of life, employs 36,000, is a gateway to three major highways, houses countless companies and industries, has a rich history as well as a bright future, Waltham’s rebrand needs to represent all of its many facets. Its brand identity needs to be reflective of its industrial past, express its modern, youthful nature, as well as evoke sense of community.
Waltham Rebrand
Proposal
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Waltham Rebrand
Logo
The slab serif type choice is indicitive of Waltham’s classic industrial history, but as a modern rendition in order to seamlessly merge the past and present, making sure both tradition and futurity are expressed
The clock images reference Waltham’s Watch Factory origins while also representing the city’s diversity by layering and blending different types of watches on top of each other, illustrating the melting pot that Waltham has become
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Color Palette and Typography
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Waltham Rebrand
Applications
Waltham Rebrand
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Waltham Rebrand
Applications
Waltham Rebrand
Applications
WA LT H A M ’ S
Annu a l
ST E A M P UNK
F E STIVA L 04 . 19 . 2019
Waltham Gardens
Waltham Rebrand
Applications
Marissa Schwarzentruber Waltham Rebrand GD IV