Port of San Diego
A dated district gets an infusion of ideas and inspiration.
Challenge
How can ambitious placemaking ideas build support?
Overseeing 34 miles of San Diego Bay waterfront, the Port of San Diego is tasked with optimizing public use of the tidelands. As the redevelopment of Shelter Island approached, the Port team seized the opportunity to promote the potential of this under-utilized asset to private-sector developers.
A richly illustrated vision book incorporated history, location, demographics, market research, and possible uses into an easily digestible resource.
Shelter Island’s history as a mid-century resort destination served as a natural starting point in the narrative.
Audience personas are brought to life with handwritten profiles.
Amenities and attractions are suggested with loose, napkin-style sketches and typographic lists that suggest an endless scroll.
Outcome
The Shelter Island vision book helped to shape a long-range planning process for the area.