The San Francisco Redevelopment Agency approached FINE to orchestrate the Request For Qualifications (RFQ) process for a historic development effort.
When the federal government closed the Hunter’s Point Shipyard, they set free the largest plot of prime real estate in the country, positioned at San Francisco’s portal to the South Bay. A plan to revitalize and take advantage of this property was critical.
The challenge was complex, with potentially intimidating content like historical engineering data, current zoning requirements, and a multi-tiered communication program to multiple audiences.
FINE broke the program down into two key phases. First, develop interest among interested developers with a direct mail poster and info pack. This piece hinted and the availability of the full RFQ package.
Second came the actual RFQ, packaged in a rough exterior that reveals an easy-to-understand series of books covering the important elements of the project.
Stylistically the piece aimed to visually suggest the transformation that would soon take place at the shipyard. The exteriors and materials were somewhat raw and unrefined, yet the design and presentation were clean and contemporary.
The RFQ outreach successfully garnered far more than the targeted number of responses. And today, after one of the most extensive development efforts in the country’s history, the region has been transformed entirely by some of the very respondents to this piece.