Research & brand case study
Precita Eyes Murals: every wall is waiting for you
Brand, campaign, kiosks and website concept for a community mural nonprofit in San Francisco.
Context
A community mural nonprofit in San Francisco
Precita Eyes Murals was founded in 1977 by artist Susan Cervantes. It teaches, creates and preserves mural art, and makes the process accessible to children, youth and adults. This is a student concept, not commissioned work.
The problem
Many young artists have talent but no way in.
Young and aspiring muralists in urban San Francisco need an encouraging, low-cost way to learn, create and show mural art, because a lack of inspiration, skills and places to display stops them before they start.
Process
Invite them in, teach the craft, give the work a wall
Inspire with campaigns and kiosks, build skill and confidence with classes and tours, create together in group projects, and get the work seen on public walls, in galleries and with certificates.
Key decision · Brand & campaign
One mural can say a lot
What changed
- Three posters share one grid, the arch logo and a single call to action. Each takes one iris colour from the logo, so the set reads as one family.
Final work
Kiosks and a website every young artist can join
The final logo system carries across kiosks on the street and hi-fi Home, Programs and Get involved pages.
Reflection
What I learned and what I’d do next
Brand is a system
The logo, palette and poster layout only felt like Precita Eyes once they repeated across ads, kiosks and web.
Research needs people
This project leaned on desk research about the organisation. Next I’d interview teens, teachers and volunteers.
Next steps
Test the volunteer and class sign-up flows, check contrast on the blue buttons, and add Spanish content for the Mission community.