Charles Rubinoff

San Francisco Travel Association held a brand visual identity that was a decade old and, upon review after my joining the team, didn’t quite reflect what we believed San Francisco represented. The wordmark was clumsy and featured an old-fashioned typeface, the colors were too limiting, the overall look-and-feel felt flat. I helped lead the effort to update both our visual identity and brand values to align with the vibrancy, culture, and optimism of San Francisco. This led to collateral for internal use and has been—and continues to be—reflected in campaigns since through web/print ads, OOH, trade show booths, and more.