Attempting to capture the essence of a place, such as the city of San Francisco, must be a daunting challenge. What’s defines the city to you may not resonate with others. Character, one of the finest design firms in SF, has taken on such a challenge and succeeded with stunning results.
For this years San Francisco Design Week, the Bay Area’s largest design event, Character crafted a campaign called “Look Closer” which highlighted the idea that design is all around us, even if it’s not obvious. This message was exemplified by a four physical letters made from intricate frameworks fronted by mirrors.
Each letter was hand-fabricated and placed into an environment with a direct relation to the SF Design Community. Beacons of timeless design. Epicenters of commerce and innovation. Nature and places of preservation. The designs we make as designers reach far and wide as do their implications for the future.
While the large letters in their beautifully photographed surroundings may be the centerpiece the entire campaign is a treat. 99% of the time I’m not a fan of orange but that’s absolutely the perfect shade. The type is clean, legible, and confident and the whole endeavor feels exactly what you’d want a contemporary design week to feel like.
You can learn more about the campaign’s design by clicking here.