Numerous San Francisco Neighborhoods have something that they are known for, 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 known as 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. 

As an area that needed to be clearly defined by visitors, one of the goals for this work was to build a unique, memorable identity that strongly reinforced the neighborhood name change. Luckily, Mission Creek had many more visual cues than North East Mission, so we sketched logos. 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.