San Francisco Peninsula
THE CLIENT
The San Francisco Peninsula, formally the San Mateo County/Silicon Valley Convention and Visitors Bureau (CVB) is the non-profit destination marketing organization for their region. San Mateo County encompasses the territory of the peninsula located just south of San Francisco, California. The Peninsula team focuses on attracting meetings, conventions, and business and leisure travelers to the region to encourage economic growth and the support of local businesses and organizations.
DELIVERABLES
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Brand Refresh - Brand Ethos & Graphic Standards
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Brand Reveal Video
BRAND REFRESH
The Peninsula team faced the challenge of standing out while in the shadow of its renowned neighbor, San Francisco. They also were challenged with a lengthy organizational name and a lack of recognition beyond their local region. Seeking to appeal to a global audience, they aimed to distinguish their destination and services from nearby competitors in both the meetings and leisure markets.
In collaboration with the Simpleview team (a tourism software provider), we addressed these challenges by conducting an immersive onsite tour and discovery workshop, engaging with key stakeholders from the Convention Visitors Bureau and conducting user group sessions with meeting planners, leisure travelers, and organization stakeholders. Drawing insights from this research, we rebranded the organization as The San Francisco Peninsula, leveraging San Francisco's global name recognition. We developed a cohesive brand identity, including tone, messaging and visual standards, ensuring consistent communication across all channels. Our approach resulted in a fresh and unified brand that resonated with test audiences and empowered the client to reach their target global audience effectively.
BRAND REVEAL VIDEO
The San Francisco Peninsula team hosted a brand reveal party with their key stakeholders and board members. They asked the Simplview team to create a video that would kick off the presentation and introduction of the new destination brand we created together. With a quick turnaround needed for the video, we utilized the brand story as our script for its ability to highlight the content pillars of the new brand. We collaborated with a local video production team in San Mateo County and supplemented stock footage to edit and bring the narrative together.