MISSION CREEK
The neighborhood for makers and seekers.
Numerous San Francisco neighborhoods have something they are known for, such as landmarks or cultural hubs that make them recognizable. Some neighborhoods, however, are tucked between zones, leaving you wondering where exactly you are. Mission Creek is one of them. Sandwiched between the Mission District and Potrero Hill is a small cluster of blocks, formerly North East Mission, jam-packed with artists, makers, and entrepreneurs. Our task was to unite the eclectic neighborhood and reintroduce it to the community under its new name, Mission Creek.
AGENCY
Good Stuff Partners
SCOPE & ROLE
Positioning & strategy
Logo
Font family & colors
Tagline & descriptor
Graphic & branded treatments
Lamppost banners
Photographic style
& treatment
Brand guidelines
Knowing that a creek runs below the neighborhood, we wanted to visually represent that idea without being too obvious, so we manipulated a typeface to reveal the creek in the negative space. We enlarged the word "creek" to create a justified block that emphasized that portion of the name, which was essential to reinforce its difference from "The Mission." The typeface we selected as a base was a decorative serif with teardrop shapes throughout the forms, making a great starting point for a flowy logotype. We then manipulated each letter more to create consistency and flowingness, making a truly customized mark. The result is a solid yet sophisticated logo that stands independently and gives you a visual story of what the neighborhood is all about.
As the project and design lead, I worked closely with the Merchants Association in crafting the new identity work that they wanted to premier on lamppost banners. After taking a walking tour of the neighborhood, I laid down the positioning work in order to start designing a brand that felt authentic to the community. The tagline we developed: “Makers and Seekers,” encapsulates the duality of the artisans living in Mission Creek and all the activities a visitor can participate in. Focusing on hands in the lamppost banners allows the viewer to envision themselves in the environment and leaves a mystery as to whether it's a maker or seeker being depicted.
Craftsman hands.
