SFFD Historical Society
San Francisco Fire Department Historical Society needed to create a custom program to commemorate the 100 years of the 1906 Great Earthquake & Fire. It needed to attract advertisers and evoke a feeling of community and prosperity that San Francisco has been able to acquire, by the feats of its Fire Department and loyal citizens.

The entire program had a tight deadline of only two weeks and 10,000 copies needed to be made.

Incorporating custom photos, custom artwork and client-supplied copy, Advertising Avenue developed a dynamic program, a soft color palette for the cover including creative a custom masthead. An official seal was included to give a sence of history that would convey that this was a collectors piece.

City officials, such as Senator Dianne Feinstein, Mayor Gavin Newson, and Fire Chief Joanne Hayes-White contributed their letters of endorsement and populated the program with word of encouragement.