The epicenter of the technology world pivots toward the leisure market.
Helping leisure travelers embrace the energy of Silicon Valley.
Team San Jose was reinventing themselves: moving beyond their focus on attracting group meetings to embrace a leisure travel audience. To match their evolution, San Jose needed to re-introduce themselves to the world with a new identity and positioning.
First up was the name. NATIVE advised on naming options to replace the business-oriented ‘Team’ prefix, considering brand implications, domain and social media account availability. Together with Team San Jose, we settled on a brand architecture that would express the energy, connectedness and constant motion of this unique destination. We looked at the brands associated with San Jose as well as their competitive set to ensure we were differentiating San Jose.
Logo conceptualization took into account a variety of themes and triggers connected to San Jose including the environment, diversity, technology and connectedness.
To make the selection process more meaningful, we concepted all variations of the logo and mocked up examples in advertising, mobile, web and apparel. With the final logo chosen, we created a reference guide for usage and aesthetic brand standards.
Video & Photography
To pay off the new brand, we undertook a week-long photo and video shoot to capture the feeling of San Jose.Our goal: let the images do the talking. No voice over. No locked down shots. The camera pushed forward at all times – just like San Jose.
We intentionally coincided our re-launch with the opening of the Steve Jobs movie and World Trade Market London. Needless to say, we’re just getting started.