— CLIENT
Yerba Buena Community Benefit District
— ROLE
Illustration
Graphic Design
Brand Messaging
Video
— TOOLS
Adobe Illustrator
Adobe InDesign
Adobe Premiere Pro
— DATE
2019
The Challenge
Most visitors' first contact with the Yerba Buena District is through work conventions at Moscone Center, but the neighborhood has so much more to offer. While at Creative:MINT, our team was tasked with getting visitors to see that Yerba Buena on its own is a destination worth exploring, with plenty to see and do.
The Approach
I developed the tagline "Colorful to the Core" to capture the creative energy of San Francisco and Yerba Buena's spectrum of culture and vibrancy, then carried that concept across the campaign's visual identity, with wildly colored characters experiencing Yerba Buena's food, arts, music, shopping, and entertainment. The campaign included road banners displayed across several neighborhoods in San Francisco and graphics featured on the YBCBD website.
The Result
The road banners stayed up for years, including through the pandemic, when downtown San Francisco went quiet and there was no one around to see them — a strange kind of staying power. YBCBD brought us on for another brand campaign the following year, which I also developed, and it ran after SF's shelter-in-place mandate was lifted.
