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2023 Theme Plot Twist: in Partnership with Pact Studio

Welcome to the 17th Edition of San Francisco Design Week

June 6–11th, 2023

To shape the future, we need to embrace change — a key concept in the history of the Bay Area. San Francisco is a city built on twists and turns. Whether intentional or unexpected, change is always a chance to find a better way. At San Francisco Design Week (SFDW), we’re compelled to explore the turning points in design, business, and life that invite us to make choices, get creative, and take charge of the story. In partnership with Mission-based branding studio, Pact, SFDW presents the theme for our 2023 event: ‘Plot Twist.’ This year’s timely concept is an opportunity to gather and discuss inspiring stories through the lens of design – complete with unexpected turns, chance encounters, bold characters, and thrilling outcomes.

Stars Aligning

Join us June 06 – 11, 2023, in a city-wide festival that brings together a diverse, global community of designers, strategists, artists, entrepreneurs, and activists. As with any good story, we can’t predict exactly what’s going to happen, but there’s a good chance you’ll meet someone new, have a conversation that changes the way you think about something, and leave with a renewed sense of motivation and inspiration.

Embracing Change

In real life and throughout the creative process, there are plot twists. Newfound tools and technologies change the trajectory of our career. Supply chain issues lead us to discover a better way of doing things. A door closing opens a window to a more aligned opportunity. The world around us is constantly changing, from tech to the social landscape, and it gives us the chance to determine the role we want to play and how we want to evolve the narrative moving forward.

A New Chapter

This year, the festival has selected Pact to design the theme, visual identity and campaign. “Getting different perspectives is important to the success of San Francisco Design Week. Collaborating with a studio that has a rich tapestry of backgrounds, skill sets, and thought processes sets the tone for community development and growth,” according to Dawn Zidonis, CEO of San Francisco Design Week. “The backstory of Pact was particularly compelling to us, bringing together a broad spectrum of talent from a blend of cultures, genders, and experiences, the studio is a microcosm that reflects the true diversity of the Bay Area.”

Plot Twist Theme

“We’re thrilled to be partnering with SFDW to help bring the community back together in 2023” say partners Natalia Kowaleczko and Tony Mingo. “When we initially sat down with Dawn and SF Design Week Chair Alana Washington about developing a theme for the event, it became clear that we needed to find an idea that allows us to talk about recent events and experiences across a variety of disciplines, while also showcasing the positive outcomes of change. Plot Twist quickly proved itself to be the perfect way to do exactly that, and it’s a theme that we can very much relate to — Pact itself happened because of twists turned into an opportunity we’re wildly grateful for.”

About Pact

Pact is a Mission-based branding studio built on partnership, integrity, and trust—committed to developing distinct and strategic brand identities with intentional points of view.

Get to know us, and you’ll find a team of passionate collaborators seeking out new perspectives to create more equitable and meaningful outcomes.

Check us out:    

Say hello:

LinkedIn: pactstudio


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