Al Fresco Dining Program
Creative Direction, Graphic Design
Branding
This project was designed as part of my employment with HDR.
The PROJECT
Covid-19 had a devastating effect on the restaurant industry. In areas like California, indoor dining was banned for months, forcing many restaurateurs to get creative. The City of Sacramento wanted to help foster this creativity by allowing local restaurants to convert city parking spaces into outdoor patios where food could be served and enjoyed within the bounds of health & safety regulations. I was tasked with creating a dynamic and engaging brand that utilized the existing City and SacPark logos in order to attract attention from local restaurants and help walk owners and developers through the permitting process required for setting up these spaces.
The STRATEGY
This permitting program is all about finding simple and creative solutions to daunting problems. Working closely with creative writer, McKenna Asakawa, I developed a brand system based on the idea of building blocks. With isometric illustrations combined with an expanded brand palette of highly saturated colors, both messaging and visuals were bold and encouraging. Scroll through the guide below for more details.