Keep It Oakland

Identity, Campaign

Everyone from Oakland understands what living and working here means. They know what it’s like to wander out to Lake Merritt on a Saturday to see a friendly face at every turn. They celebrate the diversity and rich culture of our people. And they know that Oakland’s small businesses are a cornerstone of this community. But these businesses often struggle without anyone being aware of it. And if these shops & restaurants leave, so does the character and vitality of our town.

In collaboration with Jeff Goodby, we created an awareness campaign for the Oakland Indie Alliance to remind people that by showing pride in their community, by supporting their neighbors and keeping investment local,  we’ll keep all the wonderful things that make us us.


A campaign fueled by community.

This campaign served as a love letter to Oakland, from local business owners. Over the course of the campaign launch, businesses used the Keep It Oakland messaging to proclaim their investment in the city of Oakland.

The modular system we created was intentionally designed for to invite the voices of people in the community.


A statement to your city. 

Since launching the campaign, community members have purchased shirts and shared photos of how they #keepItOakland.