CLIENT
San Francisco Public Utilities Commission
CATEGORY
Brand Audit, Discovery & Assessment, Branding, Visual Identity Guidelines, Messaging, Video Guidelines, Collateral, Presentation Design & Templates, Illustration & Graphics, Creative Direction, Motion Graphics
TEAM
CCO: Dava Guthmiller
Associate Creative Director: André Carnevale
Strategist: Miriam Stone
Designers: Zili Ma, Meb Byrne
TRANSFORM THE STORM
BRIEF
The San Francisco Public Utilities Commission (SFPUC) is more than just a utility, working to improve quality of life in a changing environment for all San Franciscans. After partnering to complete another brand project together, we were excited to support the positioning and visual treatment of a complex and dynamic new billing structure and programming. Together, we created a program identity that helps SF residents and visitors better understand the billing change and the benefits of green infrastructure, raising visibility around the challenges of stormwater runoff.
RESULT
Based on our strategy findings and design work sessions with the client, we knew the system needed to be distinct, uplifting, and evoke a sense of connectivity between San Francisco’s diverse communities. We wanted this new identity to become an extension of the existing SFPUC brand, since they would live side by side.
We brought elements of flowing water, neighborhood districts, and a transforming single line element to complete the full identity system. The single line graphic, inspired by the transformed letter “O” in the logo, could transform into illustrated city landmarks, playful icons or as a call-out on photography. We evolved SFPUC’s color palette to be customizable for specific audiences, in order to empower their marketing team to develop future campaigns targeting specific demographics and neighborhoods.
