How do you represent an underrepresented neighborhood?
By pulling from existing neighborhood signage, we created an identity to amplify the voices that already live in the Tenderloin. Letters from porn establishments, drug rehabilitation centers, coffee shops, and motels were all repurposed to create an eclectic identity to represent. Buzzwords were developed as a campaign to celebrate the rich history of the neighborhood and it’s residents.
Designed at Mucho in San Francisco
Creative Director: Rob Duncan