San Francisco Launches New Branding Initiative
A new branding initiative to improve San Francisco's public image is underway. The project is being led by business leader Daniel Lurie in collaboration with Laurene Powell Jobs and former Apple chief design officer Jony Ive. The effort aims to reshape the city's narrative amid ongoing public perception challenges.
- The "It All Starts Here" campaign is a privately funded, multi-million dollar effort by the nonprofit Advance SF to counter negative perceptions and remind the world of the city's history of innovation. - Key financial backers for the "It All Starts Here" campaign include prominent business figures such as former Gap Inc. chairman Bob Fisher and Ripple co-founder Chris Larsen. - The campaign, created with advertising agency Goodby Silverstein & Partners, involves outdoor and digital ads and highlights homegrown companies like Levi's, OpenAI, and Uber. - The logo for the campaign was created by San Francisco-based streetwear designer Benny Gold and is inspired by the city's classic street sign intersections like Haight and Ashbury. - Daniel Lurie, before becoming mayor, founded the anti-poverty non-profit Tipping Point Community and led the host committee for Super Bowl 50, which generated a reported $240 million in economic impact for the region. - As mayor, Lurie has focused on issues like affordable housing, including breaking ground on 167 new affordable homes, with some prioritized for school district employees. - Laurene Powell Jobs and Jony Ive are collaborating on developing a new AI hardware device with OpenAI. Powell Jobs was a crucial supporter of Ive's design firm, LoveFrom, following his departure from Apple. - This branding effort follows other recent campaigns, including the "Always San Francisco" tourism initiative and the grassroots "We Love SF" social media push, all aimed at reshaping the city's narrative.
