YBCA celebrates 30 years

Yerba Buena Center for the Arts is a community focused, multi-disciplinary contemporary art center serving San Francisco, California. They approached Macfadden and Thorpe to design an identity that celebrated a full three decades of fostering creative expression.

Design and visual direction


The visual language I developed for the campaign was made to be bold and celebratory since we were marking a real moment of success for YBCA. A primary feature of the identity was a framing device designed to function both as the zero in thirty, and as a flexible container that highlights imagery, illustration and text.


Colour and graphic forms also played a big role in the visual system. I crafted a punchy 7 hue palette that could be combined in different ways to complement the variety of images used within the year-long campaign, as well as a series of graphic shapes, lines and forms that bring an expressive energy to the mix.

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