Show Up Downtown
Downtown San Diego Partnership
Category
[Advertising]
[Graphic]
Year
12.2025
THE CHALLENGE
The Downtown San Diego Partnership is the organization responsible for shaping and promoting the downtown core through supporting local businesses, public space, and cultural activity. As part of its current efforts to reinvigorate the area, the Partnership is exploring the development of a “Design District” to reposition downtown as a hub for creativity and innovation. The challenge was to adapt the existing DTSD identity to express this new positioning.
DESIGN SOLUTION
I developed a visual identity system that frames downtown as a connected yet diverse urban fabric. Drawing from the organic geography of its seven districts, the system uses shape based and textural forms to demonstrate the interconnectivity and layered dynamism of Downtown.
WHAT I DID
My work contributed to early-stage research and visual exploration supporting the Design District initiative. This included analyzing the Partnership’s existing brand, identifying gaps in its positioning, and developing a rebrand direction. I developed a new logo and explored applications for the refreshed identity.
