Oakland.
Oakland is in the middle of its own kind of renaissance. While firmly rooted in its blue-collar past, the city has grown into a hub of arts, culture, food, and bold new energy. With a personality all its own, Oakland stands apart from its Bay Area neighbors. The vibe is raw and real, with a balance of grit and creativity that sets it apart. The city’s new website needed to reflect that unique spirit with a design that felt confident, functional, and true to Oakland.
The site embraced a minimal, urban aesthetic built on strong visuals and clean usability. Brand guidelines served as a foundation, but there was flexibility to explore new creative directions. Helvetica was chosen as the primary typeface for its clarity and its connection to Oakland’s working-class roots. A black and white palette provided structure, while brand colors were used as accents to highlight content and imagery in a subtle but effective way. Clear calls to action and thoughtful design choices allowed the site to express Oakland’s pretty-gritty identity without losing focus on the user experience.
Client
Visit Oakland
