In 2022, I designed the original logo and identity system for the newly created Downtown San Francisco Partnership. By 2025, new public-realm challenges had emerged, and the client reached out again—this time to expand the existing brand with a distinct identity designed specifically for the public realm, positioning Downtown San Francisco as both a central authority and the gateway to the city.

The final design emphasizes the idea that Downtown IS San Francisco, with a flexible framework that supports messaging such as Downtown San Francisco IS Romantic, IS Exciting, IS for Everyone. I developed a comprehensive brand guide featuring color palettes, fonts, accents, and applications for street pole banners, signage, and digital platforms. To further bring the identity to life, I created custom pop-art-inspired illustrations of iconic landmarks, including the Trolley Car, the historic Ferry Building, and the Transamerica Tower. The result is a cohesive, impactful brand that establishes Downtown San Francisco as an iconic destination, strengthens awareness among locals and visitors alike, and sets it apart from neighboring districts.