Hardware-DTC brand systems
Connected fitness, climate hardware, smart home. Brand needs to be product-credible from spec sheet to packaging. Restrained color, technical type, illustration system that handles cutaways and exploded views.
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§ · location · sf brand identity
Brand identity, San Francisco.
A brand-identity practice that treats SF brands the way SF teams want to be treated — systems-thinking, technically precise, quietly editorial. Logo, type scale, color tokens, motion grammar, voice guide. Six deliverables, one cohesive brief.
§ 01 · sf brand context
Quietly editorial. Functionally precise.
SF brand work sits in a different aesthetic register than LA or NYC. The peer set is Airbnb, Stripe, Figma, Linear, Vercel — tight, technical, restrained. Brand systems for SF want to read as if a thoughtful product team designed them, not a brand-experience agency. Type pairs lean grotesque (Söhne, Inter, GT America) with a precise mono. Color systems run small and disciplined. Motion grammar is subtle, never decorative.
§ 02 · sf brand archetypes
Four brand briefs SF asks for repeatedly.
SaaS-adjacent commerce
B2B tools launching consumer wings need a brand that bridges enterprise credibility and consumer warmth. Voice work matters as much as visual. The system has to hold up across the SaaS dashboard and the DTC site.
Sustainability with provenance
Climate, food, fashion brands with deep traceability stories. Brand needs to convey honesty without sliding into "earnest brown craft paper." The challenge is restraint — saying less and meaning more.
Creator-tools peer brands
Brands that sit visually next to Figma, Notion, Linear, Arc on the creator's screen and need to hold up in that company. Tight grotesque type, single-token color systems, gif-driven motion stories.
§ 03 · what ships
Six deliverables, one cohesive system.
01
Logo + mark
Primary logo, secondary lockup, monogram, favicon, mark-only formats. SVG + PNG + production assets.
02
Type scale
Display, heading, body, caption, mono. Modular scale, weight rules, line-height tokens.
03
Color tokens
Primary, accent, neutral ladders. WCAG-AA contrast tested. Tailwind + CSS-variable export.
04
Motion grammar
Easing curves, duration scale, hover/focus patterns. Documented in Lottie + CSS.
05
Voice + tone
Voice principles, banned vocabulary, sample copy across product, marketing, and support contexts.
06
Figma library
Production-ready Figma library — tokens, components, motion specs — that the in-house team picks up at handoff.
§ 04 · brand designer near me in san francisco
Looking for a brand designer near you in SF?
SF brand work runs out of San Francisco with on-site discovery in SOMA, the Mission, FiDi, or down the Peninsula. Pacific Time coverage Mon–Fri 9–6 with weekly Friday demos. Past SF brand engagements covered hardware-DTC launches, B2B-to-consumer brand bridges, sustainability brand systems, and creator-tools peer-set work.
§ 05 · scope the sf brand