THE BRIEF The Downtown Oakland and Uptown Lake Merritt District Associations sought a lifestyle brand identity and accompanying website showcase Oakland’s Uptown and Downtown districts, support local communities and attract prospective property owners, businesses, residents, and visitors.
THE BRAND As the creative lead and lead designer for this project I gathered inspiration from soaking up Downtown Oakland's historic Art Deco architecture, diverse array of street murals and long-standing public-domain symbols. The resulting lifestyle brand, Oakland Central, is rooted in authenticity and resonates with locals and newcomers alike.The city’s prolific namesake, the oak tree, was incorporated into the logo to help infuse the excitement of a new brand and campaign with a thread of authenticity and familiarity among locals.
THE CAMPAIGN The Craft is a Way of Life Campaign celebrates the local artisans who make Oakland Central unique. For many of the local businesses, craft is more than a trend - it is a way of life. Through the use of photography and a diversity of voices and perspectives, the campaign successfully brings together a multitude of values, cultures and stories by celebrating that which is genuinely, and irresistibly Oakland.
MY ROLE I led brand development and execution including the brand story, logo design, campaign development, advertising creative, experiential design, social strategy and website.
To develop the Oakland Central website, I worked hands-on with a small but exceptional team of creative professionals. I lead information architecture planning, content strategy, personas, wireframes, and mockups. I oversaw code development, user testing and launch.
I lead the creative development on the Craft is a Way of Life campaign deliverables, including storyboarding and art directing video vignettes and photo shoots, and developing creative assets for print and digital advertising.