Serif
Design + Art Direction
2019


STRATEGIC IDEA
Signs of Life in Unlikely Places.

CREATIVE IDEA
Look Again



If you approach the neighborhood, Mid- Market in San Francisco, looking only surface level you miss the beauty of the neighborhood. You need to look again. We used the phrase “Look Again” in the brand to distort type and to layer and fracture photography. Serif is an elevated space but we worked hard to ensure that we didn’t lose the grit and texture of the neighborhood.

This version of the project was a killed direction that I continued to build in my free time.


THE TEAM
Vada Ortiz, Lead Design
Ben McNutt, Creative Director
Matt Bloom, Copywriter
Sara Cobaugh, Strategy

©Vada Ortiz
Creating from Brooklyn, NY
2023