Keep SA Real T-shirt by Heavy Heavy

Keep SA Real is a local movement influenced by the sincerity that is San Antonio.


Project Overview

What started as a one-off design for fun, has blossomed into a campaign to reaffirm and promote the fact that San Antonio and its people have never tried to be anything other than themselves.


Identity

The first iteration of Keep SA Real was as a more illustrative and therefore limited concept. We wanted to make sure that with this redesign, we did something that was more accessible to everyone, regardless of their personal style.


The Alamo motif, admittedly a common graphic device employed in San Antonio-centric logos, is simplified, and the mark is further modernized with the use of Hoefler & Frere Jones’ Gotham and Archer typefaces.

For the website, we chose Adobe Caslon Pro for running copy and Din Condensed, set in all caps, for alternate headlines. Adobe Caslon Pro’s classic serifs, combined with the inherent industrial nature of Din, provides a level of elegance to the brand without feeling high-brow.


Content

Keep SA Real is local for the people. The story behind the movement is a campaign about what makes this city so awesome. We ensured the tone of the copy on the sales site was balanced and seamlessly supported both a retail and community online space.

We needed copy to call out the Keep SA Real shirts, and knew that Made in San Antonio was the perfect fit. It’s short, sweet and captures the story of made in San Antonio for San Antonio. It also looks fantastic sitting right next to those sweet tees.

Our local San Antonio community is why we’re doing this, so we wanted to create community engagement via an Instagram feed on the website. We ask folks to tag their photos and we post our faves on the site.

In addition, we developed a blog devoted to providing information about Keep SA Real events, citywide events, and features on local nonprofits, businesses, and individuals who keep it real.


Digital

The Keep SA Real website needed to function as both a scalable community portal and e-commerce solution. Because of our open-ended plans for this project, we decided early on to build out a responsive custom WordPress theme that would be powered by the WooCommerce plugin. Both applications would give us the ability to easily expand or contract functionality when necessary.

We opted to keep the user interface pared down to the bare necessities, providing a stage for the photographs to really shine.