720 Strategies won the City of Irvine contract through a government bid, and my team created a campaign name, logo, visual identity system, print ads, and social media ads. We focused on visualizing “cleanliness” and “innovation” and used the monarch butterfly (which is native to California) as the premiere mark. We created three mood boards, which were sent via a poll to Irvine residents for initial feedback. The first mood board with the butterfly concept was chosen to move forward.