Navigating a Delicate Message with an Established Brand Palette
When the Eaton fires impacted Pasadena and Altadena, the city of Pasadena faced a difficult moment: visitors were returning and residents were rebuilding. Our client, Visit Pasadena, was tasked with welcoming people back with warmth and confidence, without overshadowing the tough reality faced by families who lost homes. When they chose us, Pastilla, to lead the branding and messaging, our objective was to create a campaign that was respectful, hopeful, and unmistakably Pasadena. Early on, it became clear we would face many challenges, particularly with the color palette. Color carries weight, especially when a community is healing. However, with focused exploration, quick prototypes, and open collaboration, we were able to shape a direction with the right balance of respect and hope.
The Complexity of Color in a Time of Recovery
Visit Pasadena’s palette is established and recognizable. But in the context of a fire-recovery message, even a subtle misstep in tone could shift perception. Heavy use of the city’s iconic red could accidentally evoke images of fire or feelings of danger, the very thing the city was healing from, while reds paired with greens could project unintended holiday undertones.
A Shared Insight That Shaped the Creative Direction
As concepts developed, a collective insight emerged: the palette’s core colors needed to be handled with intention. It wasn’t a matter of changing the brand; it was a matter of respecting the moment. Through thoughtful review and dialogue, both teams aligned on the reality that in moments like this, color is more than design. It becomes voice, tone, and subtext.
Using Color with Purpose to Honor the Community
With that understanding, we strategically landed on a bold, high-contrast, expressive color palette. It balanced invitation with warmth and civic pride, still recognizable, but calibrated for the emotional landscape of the city and its residents. The work reflected Pasadena’s strength: a community rebuilding with dignity, and a destination inviting visitors back with care and responsibility.
A Campaign Strengthened by Clarity, Respect, and Collaboration
By taking a measured approach to color, we ensured the message met the moment with clarity and empathy. The collaboration with Visit Pasadena underscored an essential principle: thoughtful design is not about decoration but communicating an understanding of the clients most important needs. In times of recovery, the right visual choice was less about following guidelines and more about reinforcing trust, communicating respect, and giving communities the space they deserve. Together, we created a campaign that welcomed visitors back—responsibly, respectfully, and with Pasadena’s story of resilience at the center.
By Elliot Ramirez, PMP®
Project Manager at Pastilla
