SF Take Over
Transforming San Francisco’s streets into a moving brand experience through bold, city-wide out-of-home creative for Hill City.
Client
Hill City
Industry
Apparel
Service
Graphic Deisgn
Duration
6 Weeks
OverView
As part of a high-visibility brand push, Hill City launched a San Francisco city takeover campaign to increase awareness and connect with its core audience. The campaign centered on a custom-designed Muni bus wrap and a series of poster placements at Muni stops across the city. This initiative brought the brand’s identity into the public space—visible, accessible, and unmistakably bold.
The Challenge
With Hill City still in its early stages, standing out in a saturated urban landscape required an unconventional go-to-market approach. The task was to create out-of-home designs that felt unexpected and elevated—despite the limitations of traditional transit formats—and that resonated with an audience accustomed to high design and high performance.
The Solution
Designed a custom Muni bus wrap that acted as a moving billboard, stretching the brand's visual language across one of San Francisco’s most iconic transit systems. Created a set of accompanying posters placed throughout city Muni stops, designed to feel both bold and refined. Pushed creative boundaries by balancing minimal, design-forward aesthetics with attention-grabbing placement—turning everyday infrastructure into brand touchpoints.
The Result
The city takeover helped strengthen Hill City’s local presence and introduced the brand to a wider audience in a way that felt rooted in place yet visually distinct. The campaign generated high visibility and buzz, reinforcing Hill City’s identity as a modern, elevated menswear brand unafraid to challenge convention.
