AIGA InsideOut SF

Design to celebrate San Francisco

To benefit the San Francisco chapter of the American Institute of Graphic Arts (AIGA), Ammunition created the event concept and brand identity for the non-profit’s fall fundraiser campaign. The campaign, dubbed “InsideOut SF,” featured a curated exhibition and silent auction of original posters by 100 of the most influential San Francisco Bay Area and international creatives, revealing their personal impressions of San Francisco.

Brand Identity

The brand identity for InsideOut SF included an event poster, sponsorship literature and website design. With so many noted designers creating posters for the fundraiser, the event poster itself needed to have as little design language as possible. We chose to make the posters in chrome so that when hung around San Francisco, they would reflect their surroundings, thereby creating a new image each time. The typography and logo for InsideOut SF were designed to straddle the territory between being “designed” and being “undesigned.” We wanted to create something simple and modern, with the cropped letters suggesting the idea of being “inside” and the uncropped “out.”


We also contributed an original poster to be auctioned off at the event. To honor Harvey Milk, an iconic and pivotal figure in San Francisco politics, we recreated his famous bullhorn as an evidential artifact representing the voice of progressive change.