Downtown San DiegoCreating the future and branding Downtown San Diego.

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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 & InsightsPersona DevelopmentBrand Strategy & PositioningCopywritingIdentity SystemVisual DesignUI/UX DesignWeb DevelopmentWayfindingPhotographyVideo 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
downtown san diego branding logo
downtown san diego branding mug
downtown san diego branding tote
downtown san diego branding wheatpaste
downtown san diego branding infographic
downtown san diego branding neighborhoods
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 branding neighborhood copy
downtown san diego branding banners
downtown san diego branding social
downtown san diego branding shoot
downtown san diego the future feels like

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