
TIPPING POINT
MADE BY THE BAY
If our residents aren’t inspired, proud, and hopeful about the place we call home, they won’t be invested in the future of our community. A rising tide of negative press about the Bay Area (Texodus! crime! income inequality! school boards!) was only amplified by the pandemic. For a philanthropic organization focused on addressing exactly these issues, it’s an existential threat. So what Tipping Point needed was what we all needed, a reminder of what makes the Bay Area so unique, so wonderful - that special combination of people and place that can only be Made by the Bay.
With the California cannabis industry booming, it’s a rush to market for who can garner the attention of not just customers, retailers and partners, but also investors. And to come out on top, a company needs a clear brand narrative that’s credible, unique and memorable.
Over the course of six months, we partnered with NorCal’s internal marketing team to build a brand from the ground up, from branding guidelines to film to social channels and event marketing, we touched every component of elevating NorCal’s reputation across the country.
TV

SOCIAL
IG Stories & Feed Posts, Giphy Stickers, AR Filters



WEBSITE

OUTDOOR




SWAG
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