Municipal brand implementation
& communications
San Jose Downtown Association
San Jose Downtown Association needed an experienced creative partner to implement their new visual identity to promote the city’s growing downtown core. The project required nuanced understanding of their brand system celebrating San Jose’s unique position as Silicon Valley’s urban center, balancing tech innovation with authentic community character.
My role: Working through the Liquid Agency as brand implementation specialist developing comprehensive communication systems addressing multiple channels and diverse community needs.
Strategic approach:
- Implemented branded communication templates across multiple stakeholder touchpoints
- Developed visual system and style guide applications
- Applied brand messaging and voice strategy across multiple touch points.
- Established digital and print application guidelines
- Supported community stakeholder engagement through consistent visual communications
Impact: Unified brand identity strengthening downtown San Jose’s position as Silicon Valley’s vibrant urban center and business destination resulting in increased visitorship and consumer spending benefiting merchants.
Deliverables:
- Brand implementation across multiple channels
- Business system and professional communications
- Advertising and marketing campaigns
- Member engagement materials
- Publication and newsletter design
New Visual Identity
I was asked by the Liquid Agency in San Jose to expand a new visual identity system they developed for the San Jose Downtown Association. The chosen direction featured a high-key color pallet and a boldly constructed modular logo. I created visual examples, usable graphic templates, and usage guidelines for implementation of the identity.
Professional Business System
Comprehensive business card, letterhead, and stationery system establishing professional communication standards for San Jose Downtown Association staff. Consistent brand application reinforces organizational credibility and downtown San Jose’s sophisticated urban identity.
Integrated Advertising Campaign
Comprehensive advertising supporting downtown revitalization efforts and business recruitment. Flexible visual system adapts across outdoor advertising, digital media, and community events while maintaining consistent brand recognition, reinforcing San Jose’s position as Silicon Valley’s premier urban destination.
Environmental Brand Activation
Large-scale environmental applications including bus kiosks, street murals, and public installations creating widespread brand visibility throughout downtown San Jose. Applications build community pride while attracting visitors and potential businesses to experience the area’s unique blend of technology innovation and urban authenticity.
Member Engagement Materials
Professional membership materials supporting business recruitment and stakeholder engagement within downtown district. Packet system provides consistent communication tools for association staff while ensuring member touch points reflect sophisticated, tech-forward identity positioning San Jose as Silicon Valley’s urban business hub.
Community Newsletter Design
Regular publication keeping downtown stakeholders informed about district developments, events, and opportunities. Newsletter template balances information density with visual appeal, creating engaging communications strengthening community connections while promoting the association’s mission and downtown San Jose’s continued growth.
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