Developed the identity for a visionary new city in America that aims to set a global standard for urban living, expands human potential, and become a blueprint for future generations.. The symbol acts as a visual representation of the city’s name—derived from the Ancient Greek word used by Aristotle to describe “highest purpose,”— and its values—open, fair, inclusive. Through its curves, it conveys the voices that will shape the direction of the city, all equally working together to achieve a common goal.

Contracted by barrettSF, under Todd Eisner and Jamie Barrett’s creative direction.