Presidio – Studio Bluecrab

overview

The Presidio of San Fransisco is a historic national park. The enormous park sits between San Fransisco’s downtown and the Golden Gate bridge, and includes historic landmarks, small businesses, residences, restaurants, and even its own post office.

The Presido Trust hired us to help them explore partnership opportunities as a way to bolster it’s bottom line and hit stronger budgeting goals to better maintain the park. Our team’s goal was to tell the Presidio story in a way that would be compelling to potential partners.

Note: This project was done as part of my work with Innovative Partnerships Group.
All brands utilized for illustrative purposes only unless stated otherwise.

project timeline

July 2021 - July 2023

creative team

Creative Director (Me)
Art Director

presentation & storytelling design

video editing

concept design

a. challenge/constraint

The Presidio Trust wanted our team to focus on showcasing the ways that a partner could integrate with the park holistically in place of doing it in a more traditional way. The team had concerns about turning the park into a stadium, with branding everywhere, and wanted us to find compelling stories that went beyond traditional marketing assets.

b. creative strategy

We focused on social responsibility initiatives like sustainability; showing how a partner could help Presidio reach its goals in recycling, planting trees, water conservation, etc. We also showed how a paartner could offer SF's under served communities better access to green spaces.

Additionally, we showed how a brand could leverage the onsite empty office space to expand business operations in San Fransisco.

b4. storytelling design - event specific

We started by creating a sizzle video that introduced potential partners to the idea of partnership through impact. It showed the scale of the Presidio opportunity and also all of the ways it could be leveraged for social responsibility.

b2. storytelling design

Each presentation had to tell a brand story that was unique to how that category could integrate into Presido. Below are a few examples of that storytelling.

Technology Category Storytelling - "Smart Park"

Beverage Category Storytelling - "Sustainability"

EV Category Storytelling - "Explorer's Club"

c. result

One of the most important categories was healthcare. With that in mind, our sales team approached Sutter Health to explore how they could take over that space and create a Sutter Health outpost onsite.

This led to the Presidio’s first ever corporate partnership with Sutter Health as a Founding Partner.

view press release

c1. customizing the pitch :
storytelling design

For Sutter, we worked with the sales team to build a story around creating an innovation center at Presidio. The sales team wanted to pitch two tiers of partnership to Sutter, and so we built a presentation that told two stories. The first, a story of integration through park programs and platforms. The second showcased an onsite innovation center for Sutter health.

Concept Image Gallery

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Jess Morgan
Owner & Creative Director

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