OUR ROLE

Brand Refresh
Brand Expression
Presentation Design
Business Collateral
Template Systems
Brand Guidelines

SAN DIEGO TOURISM AUTHORITY

FROM BRAND ASSETS TO BRAND EXPERIENCE

The San Diego Tourism Authority already had a brand people knew and loved. Our job wasn’t to reinvent it—it was to help it show up with more energy, consistency and unmistakable San Diego character. By evolving the visual language across the tools their team uses most, we created a more modern, flexible system that brought the existing brand to life in a fresh new way.

THE BIG OPPORTUNITY

A destination brand doesn’t only live in advertising. It lives in presentations. Business cards. Reports. Emails. The hundreds of everyday touchpoints that represent an organization to partners, stakeholders and the world.

The San Diego Tourism Authority had a strong, established identity, but many of its essential brand assets weren’t fully reflecting its personality or the energy of the destination.

DEFYING ORDINARY

Sometimes the biggest brand opportunities are hiding in the most ordinary places. We took the San Diego Tourism Authority’s everyday tools and treated them as meaningful expressions of the brand. From a PowerPoint slide to an annual report to the business card handed across a table, each became an opportunity to reinforce what San Diego feels like: vibrant, welcoming, optimistic, and unmistakably SD.

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