Bodega Bay is a concept brand that promotes outdoor activities within and around large cities. The branding and design portrays a clear relationship between nature and urbanism. To establish this, the typography was designed in multiple weights to contrast adventure and elegance. Using blue and yellow reinforces this relationship by showing up prominently in both settings: surf and sun, concrete and taxis, etc. The signature imitates the organic shapes found in nature and the divided footprints of city blocks.