— PROJECT
SF New Deal 2024 Impact Report
— ROLE
Concept Development
Layout Design
Illustration
— TOOLS
Procreate
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
— DATE
2025
The Challenge
As Lead Visual Designer at SF New Deal, one of my first big projects was the 2024 Impact Report, "From the Ground Floor." The year had been a big one — SF New Deal supported 701 small businesses with nearly $7 million in funding, expanded Vacant to Vibrant, and launched a new program called Building Blocks. The report needed to capture all of that for funders, partners, and the public, in a way that felt as human as the work itself.
The Approach
I led art direction, design, and layout for the full report, building the visual concept around the idea of constructing a small business from the ground floor up, literally and thematically. I hand-illustrated close to 30 original pieces, including stories from individual small businesses who'd benefited from SF New Deal's programs, and wove in the year's core narratives: citywide impact, downtown revitalization, and community collaboration.
The Result
A report that gave funders and partners a clear, visual picture of SF New Deal's impact (nearly $7 million in funding for 701 small businesses in San Francisco) and made the case for continued support of small business success and neighborhood vibrancy.
— PROJECT
Vacant to Vibrant Summer 2025 OOH Campaign
— ROLE
Graphic Design
— TOOLS
Adobe Illustrator
Adobe Photoshop
— DATE
2025
The Challenge
By spring 2025, Vacant to Vibrant had already filled 21 storefronts since launching in 2023, backed by a new $500,000 investment from JPMorganChase. As the program expanded into Union Square that summer, it needed public-facing visibility to build on that momentum and bring more San Franciscans downtown to experience it.
The Approach
Rolling with a concept from our Vacant to Vibrant Marketing Manager, I designed the Summer 2025 out-of-home campaign for Vacant to Vibrant, which ran across BART and MUNI stations, and MUNI bus exteriors and interiors — putting the program's message directly in front of daily transit riders throughout the city.
The Result
The campaign supported a period of real growth for the program: new storefronts opened in Union Square that summer, and by fall, the City committed nearly $3 million to extend Vacant to Vibrant into Union Square and other downtown corridors over the next two years, with plans for 20 more small businesses to receive support.
