Located in San Francisco's iconic Ferry Building, SHACK15 is a premier social space and community for entrepreneurs, creatives, and venture capitalists. Featuring private offices, lounges, a wellness center, and an in-house restaurant, it serves as a dynamic hub for the city’s entrepreneurial scene.
Brought on as Lead Designer and Art Director by Creative Director Maximillian Rainey, my role was to establish the SHACK15 brand before launch and scale its visual presence as the community grew. I developed and executed a unified visual identity across all major touchpoints, including:
Digital & Product: Web design, mobile app interface, and digital marketing.
Spatial & Environmental: Wayfinding, interior signage, and event branding.
Tangible Media: Print collateral, custom merchandising, and product design.
Additionally, I designed a strategic communication system and comprehensive asset library to empower cross-functional internal teams, ensuring brand consistency across the entire organization.
[ INFO ]
[ YEAR ]
2018–2024
[ TEAM ]
[ ROLE ]
Brand Strategy Visual Identity Systems Art Direction UI + App Design Signage + Wayfinding Illustration
The Visual Identity System
[ 01—SYSTEM ]
Designed to reflect SHACK15’s dual heritage, the identity blends Scandinavian minimalism with the sophisticated, forward-thinking aesthetic of San Francisco. A restrained typographic system is anchored by a warm, earth-toned palette, while tactile contrast is introduced through fine-line illustrations and art-forward collages that honor the architectural beauty of San Francisco’s most iconic landmark. Framed by an intentional, sweeping use of whitespace, the resulting brand language delivers an elegant, premium experience that firmly establishes SHACK15 as the premier nexus for the Silicon Valley community.
Collateral and Touchpoints
[ 02—APPLICATIONS ]
Extending the visual identity across every touchpoint of the SHACK15 ecosystem, I led the end-to-end design and art direction for the space's physical and digital footprint. This strategically took the brand from concept to launch, encompassing membership welcome kits, bespoke merchandise, hospitality menus, private event decks, the digital member app, environmental signage, editorial newsletters, and the entire suite of physical, digital, and social marketing assets. This rigorous 0-to-1 execution built the foundation required to scale the community from its initial launch to thousands of active members.
Events & Programming
[ 03—EVENT PROMOTION ]
Driving engagement across a diverse ecosystem: I developed bespoke visual identities and tailored promotional campaigns to champion SHACK15’s core programming pillars.
SHACK15 Meetups
Bringing together innovators and changemakers for collaborative dialogue. To capture the intersection of ideas, I crafted a versatile identity system utilizing expressive, art-driven collages. This editorial approach seamlessly translates across promotional assets, framing a diverse programming lineup of fireside chats, book launches, and networking events.
SHACK15 Living Room Sessions
A weekly sunset music series hosting Bay Area dj’s, cocktails and weekend vibes in the member’s lounge.
SHACK15 Tasting Room
A recurring exploration of the techniques and flavors that make up 6 classic french wines with the country's youngest Master Sommelier and Michael Mina's Executive Wine Director, Jeremy Shanker.
