Like many North American cities, San Francisco has spent the last few years adjusting to the changes brought on by a pandemic. In this climate, it’s imperative for businesses to shift strategy so they may succeed in a post-pandemic world.

Fairmont San Francisco, the city’s grand dame, enlisted Toolbox Design to recalibrate their positioning. I was then contracted by Toolbox to collaborate on strategizing and writing a sophisticated brand identity, complete with audience personas, key pillars, personality, storytelling strategies, vision and positioning statements, and concepts for ad headlines.