Brand/Visual designer based in San Francisco. Gradutated with a BFA in Graphic Design from California College of the Arts. Currently looking for a full-time brand/visual designer position.

About Me

Differentiation has evolved from a focus on “what it is,” to “what it does,” to “how you’ll feel,” to “who you are.” While features, benefits, and price are still important to people, experiences and personal identity are even more important.

The Brand Gap, Marty Neumeier


Branding, Design System, Brand Strategy, Client Project

Helping Potrero Boosters reposition their brand to express order and competence alongside friendliness and accessibility.

Client: Potrero Boosters Neighborhood Association

Potrero Boosters is a neighborhood association that informs, empowers, and represents the residents of Potrero Hill, the Central Waterfront, and Showplace Square on issues impacting the community in order to develop and maintain complete, vibrant neighborhoods.Potrero Boosters approached TBD* needing a coherent brand identity that brings its history into the present. Using in-depth research and through design exploration, we were able to create a distinctive brand that conveys friendliness without losing a sense of authority.


The Potrero Boosters Neighborhood Association aims to be a place for neighbors to come together and chart the course of their own neighborhood. Through research and consideration, I concluded that my main challenge was to create a logo that maintains a welcoming quality while indicating proficiency and competence.


My first step was to create a questionnaire to better understand the client’s vision for the organization. Upon receiving the completed questionnaire, I moved on to the next step: in-depth research of Potrero Hill’s history and interviews of local residents.


Based on the variety of primary and secondary research that I have collected, I defined 3 central brand pillars, which then enabled me to explore possible visual languages. The final step was to differentiate these descriptions into 3 distinct directions.

(c) Cooper Kao Design