Marisa Mariscotti Design Portfolio

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SF Values Contextual Typography

Production

SF Values Contextual Typography

Site-specific Installation, 2013.

task Create a contextual message using physical type for a class in Advanced Typography at City College of San Francisco.

challenge To use physical type and contextual messaging to illuminate underlying issues surrounding civic discord over the recent technology boom in San Francisco; including the transitory nature of urban cultural identities, acculturation and displacement, and public space access and use.

solution The well-known ad hominem SF Values, pejorative in its origins but since re-appropriated, was chosen for the denoted message to represent a civic identity already associated with the city; the construction was intended to replicate the tenuousness of a playing-card house, and the location on the SW corner of 24th and Valencia Streets was selected due to it being a busy bus stop for private coach commuters traveling to technology hubs south of the city.