Believe in San Francisco Campaign

With messaging that wasn’t feeling so fresh anymore and new leadership at the helm, it was time for something new.

The organization worked with an agency to develop a new campaign. Along with c-level leadership, I helped the team audit what was/wasn’t working, what strategies we wanted to pursue, and review ideas presented. I worked with the agency to develop the creative direction and used what was delivered as a launching point from which to evolve our brand’s visual communicatoins to reflect the updated messaging and priorities. What resulted is a new platform that falls within the existing brand, but with a shift in tone in both messaging and presentaton that’s decidely optimistic and inspiriational.

The campaign has been featured across the website, web ads, print ads, tradeshoot booths, and OOH around the world.