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Lead Designer & Art Director / AIGA (San Francisco Design Week)

Submitted By Michael Mason

Description

Annual campaign, design, and art direction for San Francisco Design Week 2015. San Francisco Design Week is San Francisco’s annual international design event, organised by AIGA.

Objective

The objective of the campaign was to highlight San Francisco as a design-led city; speaking to the community, and those who might be interested in learning about design in the city.

The concept for San Francisco Design Week 2015 was to represent the complexities of designs that generally go unnoticed. Each letterform represents this duality of complexity and seamlessness — Pairing intricate structure, with seemingly-invisible frontal faces. Photographed throughout San Francisco, and then exhibited at SFDW’s Design Hub, we urged viewers to take a second look at the things that we might disregard in passing.

Technical Challenge

Each previous year, the festival was a series of 'open door' events across the city — But this was the first year that San Francisco Design Week had a hub of it's own. The festival rented out a large hangar where they would be holding a series of talks, and design-related events.

The technical challenge was to create a campaign that would be as impactful environmentally, as it was in the advertising leading up to the event. The idea was to create a series of images based on an physical installation — One that viewers could further explore, and interact with, upon attending the event.

Lead Designer & Art Director

www.mmason.co/sfdw

Client

AIGA (San Francisco Design Week)

Agency

Character SF
www.charactersf.com

Media

Design

Market

Culture, Leisure and Sports

Credits

Art Director

Michael Mason

Designer

Michael Mason

Creative Director

Ed O'Brien

Photographer

Todd Tankersley

Views

4

 

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