Officina
Brand launch and website for a Private Dining Concept
The Brand and Context:
Officina is a private dining and events space located in San Francisco’s North Beach, perched above Vesuvio Café and across from the historic City Lights Bookstore. Conceived as an intimate, loft-like environment for dinner parties and gatherings, the space is defined by its relationship to light, place, and the surrounding neighborhood.
As a new concept with no existing public-facing identity, the brief was to launch Officina as a distinct brand and digital presence. The website needed to convey the atmosphere and flexibility of the space while balancing storytelling with clear, functional information for private event inquiries.
Design System:
A restrained visual system was developed to let the space lead while providing structure and clarity. The design emphasized calm pacing, spatial openness, and continuity between illustration, photography, and layout.
Key elements included:
An editorial typographic hierarchy supporting a spacious, unhurried rhythm
Modular layouts adaptable to varied content needs
Illustration guidelines designed to complement photography without overpowering it
Image sequencing that conveyed shifts in light and time of day
Simple, flexible templates supporting ongoing updates
Execution:
I led creative direction and designed the website, shaping structure, layout, and visual rhythm. I directed illustration to echo the character and intimacy of the space, curated photography to highlight Officina’s relationship to its surroundings, and collaborated closely with the developer to ensure the brand experience translated clearly and intuitively online.
Outcome:
Successful digital launch for a new private dining concept
A clear and compelling introduction to Officina’s atmosphere and offering
Cohesive visual language spanning illustration, photography, and web design
A flexible foundation supporting ongoing use and future programming
Art Direction | Graphic Design | Website Design | Visual Systems | Illustration Direction