RECLAIMING
SAN FRANCISCO
SF Narrative Campaign
Advance SF challenged us to help reshape the narrative around San Francisco and remind the world why the city remains a global center of innovation, creativity, and influence. We brought together organizations including Gap, Levi’s, Uber, Lucasfilm, and OpenAI behind a shared message: the world's most transformative ideas start somewhere.
The resulting campaign, "It All Starts Here," launched with a film and grew into a citywide movement embraced by businesses, community organizations, and residents alike. Within weeks, the identity was everywhere, helping reignite pride in the city and generating more than 1.3 billion earned media impressions. Proof that everyone loves a comeback story.
The logo was modeled after the street-sign letters
in San Francisco from the early ’40s.
DOOM LOOP?
WE BEG
TO DIFFER
2.1B media impressions: Wall Street Journal, New York Times, Fast Company.
90% say it highlights San Francisco as a hub of innovation.
82% feel hopeful about San Francisco’s future.
86% feel pride in the city.
Copy: Jim Elliot & Jon Wolanske • Photography: Emilio Diaz • JR. Designer: Emily DeveryAll design and direction by Benny Gold, unless additional credits are listed