ART DIRECTION | ENVIRONMENTAL GRAPHIC DESIGN
UNDSCVRD Court was a 2-month pop-up play space that was built by the community in the SOMA PILIPINAS district of San Francisco. I did this project sponsored by Zendesk working as the Creative Director for Kultivate Labs. The aim of this project was to activate an otherwise unused space adjacent to a disparaged neighborhood alley.
Not just a place to play some BBALL, but UNDSVRD COURT was a place to have dance and fitness classes, cultural events, or even food truck meet ups.
Besides the obvious connection to the Philippines, the vibrant colors of the vinta sails and the movement of the geometric shapes reminded me 90s design. I thought about that CROSS COLORS and that NEW JACK SWING vibe. That loud pattern-clash in both that era’s design and fashion. I wanted to capture that feeling when designing other marketing assets and in art directing the website.
Website design by PLINTH AGENCY
Zendesk, who was a resident in SOMA PILIPINAS, sponsored the project by giving us access to the unused plot of land in an adjacent parking lot. Normally a common area occupied by the unhoused in SF, and known for open-air drug use, the aim was to transform it into somewhere that was safe, vibrant, and a positive addition to the neighborhood. It was also intended for community volunteers to help build the space, providing a sense of community pride and for others to join in on the creative process.
Knowing this, I had to make sure the design was simple enough for some generous, but possibly unskilled hands to be able to execute. Because of this, I drew inspiration from Filpino VINTA SAILS. The eye-catching and vibrant sails make it unique among other Philippine outriggers. Their unique colors and geometric patterns are associated closely with the families of the diverse islands of the Philippines, especially in Mindinao. The bold geometric shapes in the court design made it easy for volunteers to paint in.
There was a tremendous community response to help to support this project.
There was a co-ed summer league that launched with the court drawing both ballers and fans alike!
