Brand Refresh

San Francisco Travel Association held a brand visual identity that was a decade old and, upon review after my joining the team, didn’t quite reflect what we believed San Francisco represented. The wordmark was clumsy and featured an old-fashioned typeface, the colors were too limiting, the overall look-and-feel felt flat. I helped lead the effort to update both our visual identity and brand values to align with the vibrancy, culture, and optimism of San Francisco.