Downtown San Diego

Create The Future

Project Overview

Downtown San Diego needed an identity. Not just a logo. Not just an aesthetic. Downtown didn’t know what it stood for, or where it was going. In 2016, Grizzly worked with the Downtown San Diego Partnership and dozens of community stakeholders to find the heart of Downtown’s identity and create the future.

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Services
Research & Insights Persona Development Brand Strategy & Positioning Copywriting Identity System Visual Design UI/UX Design Web Development Wayfinding Photography Video Production
Discovering the Potential for Participation

We leveraged insights from hundreds of hours of community workshops and stakeholder interviews to develop Downtown’s new brand position and identity. Our key insight? The target audience was excited about the potential to be a part of the future.

downtown san diego branding pillars
The View From the Window Seat

You never forget what it’s like to fly into Downtown San Diego. The city right outside your window, where blue sky meets blue water, and the skyline rising into the sky. It feels like untapped potential, growth, and the promise of a new day. It feels like home. Our identity grew from this insight, leveraging a flexible, graphic window to build a robust visual system.

downtown san diego branding logo
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downtown san diego branding infographic
The Future Feels Like Downtown San Diego.

With a compelling new identity built on an invitation to participate, our team crafted a campaign, “The future feels like…”, to launch Downtown’s brand, and reach specific audiences locally and around the state.

downtown san diego the future feels like
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downtown san diego branding neighborhood copy
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Join The Team

Join our growing team doing the work of their lives together. See if we have a position for you.

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