Dear SF

DearSF is a multimedia love letter to San Francisco.

San Francisco’s small businesses and entertainment venues are going through a dramatic, disorienting, and painful transition during this unprecedented pandemic. 

#DearSF is a campaign, an open letter to San Francisco.
From workers in the industry to their beloved supporters, we welcome your expressions of survival, resilience, support, pride, and love.

This project was initiated by the Entertainment Commission and my role was social media strategy and creative direction.

This project began on June 6th and is part of the cities reopening process.

https://www.dearsf.org/

https://www.instagram.com/dear_sf/

Related Projects

Happiness Project SF

The Happiness Project is a crowd-sourced, interactive installation that takes place in different locations throughout the Bay Area.

Through a series of posters, flyers, online ads, and social media the public is asked to contribute works of art, words of encouragement and positive affirmations to make others happy. You can submit via an online form at the thehappinessprojectsf.com or by using the hashtag #thehappinessprojectsf on Instagram or twitter.

Upon submission of photos or written short messages, those who chose to give their email address will be invited to the next impromptu site-specific projection for a gathering.  They will see their words or art projected on a massive screen. Submissions are screened to ensure the content fits with the mission of the project.

The Happiness project will be launching Summer of 2019 and run in select locations.

In a world filled with division, the happiness project seeks to bring others together to share simple, everyday joy and if only for a moment, make the day a little brighter and spark unexpected magic.#happinessprojectSF

Visa - Go Campaign Digital Strategy

Campaign Landing Experience

Bank cards co-branded for Visa Go

Point of Sale Branding

The Brief:
Make Visa the preferred payment method over others at the point of sale. 

I was digital product design director on the team that created a series of strategic programs to make Visa the preferred payment method over cash at the point of sale. 

This project included looking at how Visa can provide compelling online, point of sale and socially oriented
services and experiences that would make the consumer choose Visa. 

The example is below is one of the programs. 

Research Insight: 
Selecting your payment option at point-of-sale is more habit than conscious choice, making it very difficult to change. in Visa World of Change I considered how we might we turn everyday transactions into socially rewarding actions.

Visa World of Change

With every transaction, cardholders donate one penny to a cause they care about. As people around the world join in, pennies add up to big changes, giving cardholders a real reason to use Visa over cash.

Purchase Funnel: Focus on point of transaction
Channels: Targeted point of sale placements and social networks
MCC’s: Inclusive of all categories •Global: Identify charity with global appeal and tailor executions and communication channels based on countries digital lifestyle
POS Considerations: Core to the idea, advertising will focus on POP placements to drive Visa preference at the final step of the transaction

Details:
1. Visa kicks off World of Change by contributing $1 million (in line with FY09 levels) to five charities it already supports.
2. Initially, Visa partners with it’s the top issuer in each of the five markets.
3. Visa/AKQA promotes the program through PR and recruits cardholders with advertising and direct mail.
4. Cardholders join the program by registering their Visa card with the issuer and choosing a favorite cause.
5. POS signage reminds cardholders to use the card over cash and competitors. Each month the issuer adds a penny per transaction to the cardholder’s bill and forwards the total to the designated charity.
6. Issuers forward contribution data to Visa for display on the World of Change site.
7. Cardholders recruit friends through social networks and track progress online.
8. As the program grows, Visa partners with other issuers.