OneSD is an initiative designed to build a stronger, less polarized San Diego by creating deeper connection across neighborhoods, sectors, and perspectives.
Led by the Burnham Center for Community Advancement (BCCA), the movement brings together more than 50 organizations committed to building trust and strengthening the social fabric of our region.
MiresBall partnered with BCCA to shape the visual identity, messaging, and flagship report that would introduce OneSD to the community.
Designing a logo for “all of San Diego” meant creating something that felt timeless and fad-free. The final mark brings four pieces together to form “1,” reflecting the idea that different people, communities, and viewpoints are stronger when united. The color palette suggests San Diego’s essence—sunshine, water, ocean, and vibrant regional diversity—while avoiding specific references.
To bring the mission to life, we developed copy that transformed abstract ideas into evocative, memorable statements, such as “4,207 square miles of common ground” and “Over 3 million viewpoints strong.” A common construct begins each headline with a numerical reference that resolves to “OneSD.”
We also designed the inaugural OneSD research report—Coming Together? Or Tearing Apart? A Report on the State of Our Community Fabric—structuring complex information into an engaging visual experience that invites readers into the data-led narrative.
Photo: Sanchez Productions
A May 12 public celebration officially launched the OneSD initiative, with more events planned throughout the year.
OneSD is just one example of MiresBall working with organizations that promote public good. See what else we’re doing.