We decided against using a bright and active mood board as it wasn’t in line with the personality of Encinitas. Using the photos of the locale and the actual interior furnishings, we created a muted color palette. The scripted typography was beautiful, but excluded the majority of their target audience – it also did nothing to elevate the brand. The sans serif, albeit custom made, modern and clean, was an improvement, but not on the mark. The final decision to use a serif typeface, which was inspired by a vintage west coast poster, proved to be a perfect fit.