Every Friday during the Summer season, the Bay Area’s largest mobile food experience brings together a selection of curated culinary vendors, paired with live entertainment, cocktails and splendid bay views.
Each year, Off the Grid at Fort Mason Center grows, innovating cuisine type, mobile hospitality, technology and offerings to create a one-of-a-kind street food experience. As the event evolved, it needed a consistent visual identity and brand system that could extend to functional aspects of the market as well as provide a cohesive experience to the community around the events.
As the lead designer at Off the Grid, I developed the brand identity for OtG: Fort Mason Center in 2017. Inspired by the important role that food plays in bringing people together, I developed a custom wordmark and graphic system that was flexible and multi-faceted. Additionally, I created an illustration style to accompany communication pieces and elevate the storytelling aspect of the brand. I wanted to highlight the integral role that all aspects of this annual gathering play in building community and culture in a digestible and fun manner. The brand identity was extended to event signage, marketing materials, digital platforms, environmental pieces and more to create a unique and inviting experience for all.
Photography by Robin C. Eagan
Off the Grid: Fort Mason Center
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Branding
Identity System
Environmental Design
Event Design
Illustration
