Brand Identity & Brand Campaign
Perfectly situated in the heart of Downtown San Francisco, Yerba Buena Gardens is a public facility owned by the San Francisco Redevelopment Agency and was built as the centerpiece of the Yerba Buena Redevelopment Area.
As a part of a comprehensive brand overhaul, a redefined branding strategy was explored resulting in a redesigned identity system that includes a stationery package, core visual language governing all marketing materials, and a graphic standards manual.
A coordinating campaign entitled, "Our Park", was also explored to further define the park's character: the marriage of urban (modern & concrete) with nature (organic & greenery). The campaign pays homage to the 14 Sister Cities of San Francisco and took inspiration from the floral variety surrounding the park esplanade.