The Potrero View is San Francisco’s longest-running neighborhood newspaper, documenting life on Potrero Hill and surrounding communities since 1970. For its 55th anniversary, the View asked TBD to develop an expansive redesign of the paper and a broader strategy to engage younger readers.

Working closely with their editor, we set out to make the View feel fresh yet familiar to longtime readers. Through on-the-ground research and conversations with community members and local merchants, we focused on creating a design that reflects the vibrant, hyperlocal character of Potrero.We introduced and updated a few key elements such as a more flexible 12-column system. Beyond the December 2025 issue, we created Po, the official mascot of the Potrero View and friendly neighborhood hill who loves reading the paper. Po can appear in many forms, such as stickers or display boxes, and serves as a joyful, approachable symbol of local pride and community connection.

“The challenge of this newspaper is that we're trying to reach an audience that's all fractured. The only thing that joins this community is that they all live in the same place. The thing you've really helped with this project is community building."

—Steven Moss, Editor of The Potrero View