After developing the name and visual identity for the East Cut, a newly formed neighborhood in downtown San Francisco, we were tasked with finding an impactful way to announce and launch the new neighborhood to residents, community members, and the rest of city.

We chose to host an art show as the big launch event, showcasing the neighborhood's cosmopolitan spirit and new role as a cultural hub. Held in an event space in the heart of the neighborhood, the show would feature different artists' interpretations of the new East Cut symbol: a stacked 'E' form, to be reimagined, construed, and filled by them. We invited local artists and designers to submit their work, to be displayed at the show and auctioned to attendees.

The neighborhood art show featured 50 submissions from San Francisco artists, representing wildly diverse styles and techniques. The range of interpretations of the East Cut symbol demonstrated how the heart and spirit of the neighborhood is created by its members, and underscored the East Cut's dedication to public art and community engagement. Attendees included artists, residents and workers from the neighborhood, as well as civic leaders. Posters were auctioned to attendees, who wanted to display their new distinctive icon of neighborhood pride. All proceeds went to the Community Benefit District, the group responsible for advancing the neighborhood’s quality of life through public services, art, and culture.