As a naturally creative person, I’ve always been drawn to places that don’t quite feel real, places where the atmosphere is so strong it feels cinematic.

Salem is one of those places.

Before visiting, I knew it was known as the “Witch City.” What I didn’t expect was how deeply that identity runs through everything. It isn’t just a slogan rolled out for tourists in October, it’s a fully committed, immersive brand identity.

A few things immediately caught my attention.

The local police badges feature a witch silhouette. The central mall on Essex Street is literally named “Witch City Mall.” Signage and visual elements across the city reinforce the theme through gothic typography, historic architecture and an overall dark, atmospheric aesthetic. Even pumpkins are styled in ways that emphasise locations, businesses and landmarks.

Nothing feels accidental.

As someone with a strong interest in wayfinding design, particularly through my experience creating illustrated maps, navigational signage, and website UX systems, one detail stood out to me in particular. A yellow road marking line runs through the city, guiding visitors along a walking route that connects Salem’s key historical sites, museums and landmarks. You can simply follow the line and experience the story of the city. It’s subtle, functional and incredibly smart.

It’s environmental branding doing exactly what it should: enhancing experience whilst remaining intuitive.

What also fascinated me was how the identity extends beyond physical design. Local radio stations casually refer to Salem as “The Witch City” whist  broadcasting the weather forecast. The local taxi company also reinforces the theme with large witch silhouettes across its vehicles.

The branding doesn’t stop at the high street, it’s embedded into infrastructure, services and everyday life. That level of consistency is rare. Salem doesn’t just reference its history. It has built a cohesive identity around it. 

It’s a truly magical place to visit, especially for a Graphic Designer.