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SAN FRANCISCO CAMPAIGN

Design Concept

Due to the mass exodus of Californians to other states, many cities in the golden state have seen a decrease in their population. As a result, I decided to promote a campaign designed to attract residents from around the country to move to San Francisco.

My Duty

Objective

Promote the city of San Francisco through different media outlets spread throughout many different cities all over the nation.

Target Audience

Focused on adults with families outside of California who may be interested in moving there.

Advertising, Merchandise, Web Design, Logo Design

Inspiration

I was inspired by other city campaign flyers that had a clean, modern look and delivered their message in a creative way with the use of vector images combined with quality photographs.

Sketches

In order to incorporate an iconic San Francisco logo into my advertisements, I decided to use the Golden Gate Bridge as a base design and incorporated the initials of the city into the design.

Logo Design

Using the elements of the bridge and the initials of the city. I created a logo that, at first glance, embodies and represents the essence of San Francisco. The idea of using the city's colors of red and golden was derived from the colors of the 49ers, the city's football team.

FINAL LOGO DESIGN

MOCKUPS

The mockups illustrate the results of the campaign, which includes billboard signs in major American cities, San Francisco merchandise, a website that provides further information about the city, and a magazine showcasing the iconic spots in the city. Along with the slogan "the gates are open", indicating that San Francisco stands ready to welcome newcomers.

REFLECTION

Among the projects I have worked on, the San Francisco City campaign was by far the most difficult as I struggled to develop a design that reflected the main idea behind the campaign. My design was modified multiple times to improve its effectiveness so it would be more appealing to people who are looking to move to San Francisco. Ultimately, I was able to convey my message the way I intended, but this project did show me that I require more experience in designing things outside of my comfort zone.