San Francisco OneSF Celebrating the Cup Campaign

Responding to concerns from City leaders and citizens, San Francisco Mayor Gavin Newsom and the Board of Supervisors passed legislation in August 2005 requiring the City to annually develop and adopt a ten-year capital expenditure plan for City-owned facilities and infrastructure.

The City of San Francisco hired Molly Duggan Associates to work with all City departments and enterprises agencies to develop a brand identity and a citywide campaign to help raise awareness about major capital projects. The result was the delivery of the successful OneSF brand identity along with a suite of materials and signage visible throughout San Francisco for every major capital project.

When the America's Cup selected San Francisco as its host city for 2013, Molly Duggan Associates was asked to leverage the ONESF brand and modify it slightly to capture the excitement of the upcoming races. OneSF—Celebrating the Cup was developed. The logo symbol was modified by adding a red triangle symbolizing the sail of the racing boats. The modified brand would then be used for a corporate sponsorship campaign and other AC funding while positioning San Francisco as the preferred venue for future large scale events.

Find out how Molly Duggan Associates can help you with your next campaign.