PIER TODAY, PIER TOMORROW.
On March 15, a national historical landmark - the Santa Monica Pier - shut down along with the rest of California. For months, we prepared to reopen at any given notice, and on June 25 were given the green light to allow the public back onto the Pier after 3.5 months of lockdown. With this announcement came several obstacles. The entire Pier was fenced off with only one point of entry. The city was worried about overcrowding, and the overall mood was dismal. We had a massive challenge at hand: how do we make the public feel safe, but also welcome and relaxed? After all, the Pier is a 100 year-old structure that has overcome multiple natural disasters and even a push from city council for destruction. That historical resiliency inspired the tagline: Pier Today, Pier Tomorrow. A cheeky (and punny) reminder that even though times are uncertain, the Pier will always be here to serve the community.
Creative Director: Lindi Koprivnikar
Producer: Lara Talatinian
Photography: Lindi Koprivnikar
Executive Director: Negin Singh
Creative/Art Direction • Event Production • Social Media Design • Animation • Painting • Photography
Pier Today, Pier Today. A cheeky play on “Here today, here tomorrow”. The Santa Monica Pier is a historical landmark with a giant bright ferris wheel serving as a daily reminder. Though we may go through some rough times, the Pier isn’t going anywhere. It might close down in the interest of public health and safety, but physically, the Pier remains a visible structure and source of comfort. For over 100 years, people have built memories here. And even though we’ve pressed pause on fun momentarily, people will continue to build memories here for many decades to come.
The colors are classic SaMo Pier “rorange” and blue, with the bright sun as a nod to our west coast beachgoers. The repetition of the “O I O I O” is a subtle pattern, indicating that although things may change, the Pier is constant.
