Downtown San Diego Partnership

Former Mayor of San Diego, Kevin Faulconer, gives the opening speech at the 56th Annual Alonzo Awards on October 25th, 2018.

The Challenge

The Downtown San Diego Partnership (DSDP) is a nonprofit organization with over 325 members representing various business sectors in downtown San Diego. DSDP sought to revitalize the image of their annual Alonzo Awards, a prestigious event honoring the people, projects, and programs that have contributed to the revitalization and advancement of downtown. The challenge was to create a fresh and modern brand identity that resonated with a wider audience while preserving the event's rich history. DSDP also wanted to attract a wider audience and showcase the event's forward-thinking spirit.

The Solution

Elevating Tradition with Modern Design

To address this challenge, I implemented a two-pronged comprehensive rebranding strategy:

Brand Identity

I developed a new look that retained the classic essence of the Alonzo Awards while incorporating clean art deco lines and a modern color palette. This visually communicated both heritage and progress.

Event Program Design

I redesigned the program to be visually engaging and informative, incorporating the new identity. High-quality photos, bold typography, and a layout with dynamic spacing made the program engaging to browse.

Marketing Collateral

Consistent branding was applied to all marketing materials, including invitations, social media graphics, and digital advertisements.

2018.10.25_Alonzo-Award-Winners.pdf

Results

The redesigned program and branding were met with overwhelming positive feedback.

Modern Appeal

The updated design resonated with a wider audience, expanding the event's impact.

Enhanced Brand Perception

The new brand identity elevated the Alonzo Awards' status as a premier event in San Diego.

Positive Feedback

The updated program and marketing materials received overwhelmingly positive responses from attendees and sponsors.

Respect for Tradition

The core values of the awards remained evident, ensuring the event's integrity remained intact.

Event Gallery

Conclusion

Tech Saby founder, Sabrina, standing next to one of six street banners she designed for Downtown San Diego's various neighborhoods.

Beyond The Visuals

By successfully rebranding the 56th Annual Alonzo Awards, we demonstrated the power of design in revitalizing a longstanding event.

The project highlights the importance of understanding a brand's core values while incorporating modern elements to appeal to a wider audience.

This case study showcases the ability to transform a traditional event into a contemporary celebration, ultimately driving increased engagement and brand recognition.

This project went beyond just design. My understanding of the event's purpose allowed me to contribute to its overall success by creating a program that not only looked great but also served its function effectively.

Looking to Breathe New Life into Your Event?

Whether you're hosting a long-standing awards ceremony or a community event, I can help you create a visual identity that bridges tradition and modernity. Contact me today to discuss your upcoming project.