CREATIVE DIRECTION | EVENT CAMPAIGN DESIGN
UNDISCOVERED SF is a non-profit venture designed to jump-start economic activity and public awareness of SOMA Pilipinas. UNDISCOVERED SF is part of a multi-prong strategy to build a thriving new commercial corridor in the SOMA Pilipinas cultural district by 2020. We envision incubating a batch of innovative retail concepts, award-winning restaurants, and neighborhood-serving businesses that are culturally relevant, financially resilient, and adaptable to the market needs of all San Franciscans. Since its beginning, I’ve been the creative director for all its events.
The challenge was to make a brand that was synonymous with modern Filipino American creative culture, without being too cliche. Through the marketing materials, signage, and merch I had to make sure that headlining act was highlighted and that the overall direction felt new and relevant. Each monthly event had its own color palette and flavor, while remaining grounded in the classic UNDSCVRD “U” branding.
UNDSCVRD: JOCELYN ENRIQUEZ
90s’ Freestyle icon Jocelyn Enriquez headlined this months events, so it was appropriate to draw on that era’s bright contrasting colors and patterns. The event team made sure that the marketing colors were reflected in the lighting and digital signage to reinforce this month’s them. Consistency is key!
UNDSCVRD: SOSUPERSAM
We wanted to make sure that every event was memorable so I designed free swag that we could lace our attendees with. I remember it was an abnormally warm (for San Francisco) summer night during SOSUPERSAM's performance, so the fans came in handy!
UNDSCVRD CRAWL 2021
With the world reopening in 2021, but not being back to “business as usual”, this event was more a crawl through many destination points traveling a route through SOMA PILIPINAS. Because of this, I drew inspiration from google maps with its intersecting lines and the negative space shapes those lines created. To help draw more attention to local businesses along the route, the culture crawl offered a “passport” which gave folks access to exclusive food offerings. Patrons would purchase the passport and visit each location for a featured dish from that business. The owners would mark their passports after guests would “land” at their shop. During this event the eateries featured a special dish made from UBE, or purple yam.
Teamwork makes the dream work. Make it Mariko and the UNDISCOVERED team do an amazing job at putting on such polished public events.