*Done while at COLLINS SF*

The East Cut is a newly formed neighborhood in downtown San Francisco. Consisting of the Transbay, Folsom and Rincon Hill districts, The East Cut unifies these disparate areas into a modern metropolitan community. Consisting of the newest and largest building in the city, The East Cut bridges the juxtaposition of an emerging, contemporary urban area with one of the oldest, most historically rich parts of San Francisco.

The neighborhood’s new name references the historic Second Street Cut made through Rincon Hill in 1869. That decision originally caused this area to be a distinct, separated part of the city.

The new name, symbol and identity program developed by COLLINS now signals both the place it occupies, as well as its reinvention.

Professional or Personal
Professional

Creative Discipline
Graphic Design

Role in Project
Lead Designer from project start to finish

Project Credits
Matt Luckhurst – ECD
Steve Reinmuth – Creative Director
David Nguyen – Senior Designer
Erik Berger Vaage – Designer
Caroline Bagley – Designer
Christian Widlic – Senior Designer
Kris Wong – Motion Director
Anna Sternoff – Strategy Director
Ashley Kasten – Producer