Working at Good Stuff partners, I was the project & design lead to brand Ingleside in San Francisco, one of the most original and historic neighborhoods in the Bay Area.
Starting with the letterforms, shapes and arches were utilized that are consistently seen throughout the neighborhood. This let us explore art deco styles while staying modern, allowing the mark to resonate with young students and commuters to generations of families living in Ingleside for over 50 years. The art deco influence is a nod to the details built and nested in the architecture seen across housing and landmarks. Nesting the 'E' lets us stack the letters, making the logo unique. We knew this would allow more flexibility and legibility with a stack formation rather than sticking to a single line.
After finalizing the brand identity, a custom neighborhood map was developed to engage over 30,000 commuters and locals daily to explore all the hidden gems - from iconic Beeps Burgers to Brooks Community Park & Garden.
The map is seen across 20 locations, displaying different historical moments dating back to the 1890s. I was also the design lead for creating event materials for the first Ingleside Fest, promoting awareness for the neighborhood and bringing the local community together to launch the new identity. The result is a unique, bold, and approachable brand that will age seamlessly with the neighborhood's pride and legacy.
This project was a unique opportunity for me, as an Ingleside resident while going to Art Institute in San Francisco.
Place Branding for Ingleside in San Francisco
Brand Positioning
Brand Identity
Custom Letter Type
Color Palette & Illustration
Event Materials
Custom Map Design
Custom illustrated map designs. Designed and displayed over 20 maps with unique historical references throughout the neighborhood.
