Branding San Francisco’s hidden gem.

INGLESIDE NEIGHBORHOOD

If this pandemic has taught us anything, people are desperate for new experiences, and discovering new neighborhoods is a great way to scratch that itch. When we were hired to brand Ingleside in San Francisco, we knew we needed to create something truly unique for one of the most original and historic neighborhoods in the Bay Area.

Creating an identity for a historic hidden gem of a neighborhood.

We started with the letterforms, utilizing shapes and arches that are consistently seen throughout the neighborhood. This lets 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. The result is a unique, bold, and approachable brand that will age seamlessly with the neighborhood's pride and legacy.

Grid of Ingleside logos and neighborhood imagery

Hand holding Ingleside 2022 Neighborhood guide with illustration of neighborhood "Discover the many sides of Ingleside."

Designing a neighborhood guide for the Ingleside Merchants Association.

Map of Ingleside historic neighborhood of San Francisco

Highlighting their storied history through way finding signage.

We created over 15 custom-designed neighborhood way-finding signage selectively placed in Ingleside’s most walkable intersections and crossings. The current maps attract locals, residents, and people passing through, capturing the storied history that makes each intersection unique to the neighborhood.

Tweet showing appreciation for new Ingleside branded map "Great new sign at Ocean & San Jose. It's extremely gratifying to see material from OpenSFHistory used like this. It's what I hoped for when I built the site. #bikeride #sfhistory"

Ingleside illustration "Discover the many sides of Ingleside."

Ingleside branded set of Instagram posts

Ingleside Fest poster "Discover the many sides of Ingleside

What we delivered.

Brand Strategy

Research & analysis
Discovery
Core essence
Personality
Tone of voice
Brand Identity

Hand-drawn logo
Family of fonts
Color palette
Illustration style
Brand Experience

Map signage
Festival poster & banners
Discovery guide