![\"A](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/02\/1770131589_508_-S3840x2560-FPNG.png\"\/)
Powell Jobs has a net worth of roughly $14 billion. | Source: Jemal Countess\/Getty Images<\/p>\nMaybe \u201cLet\u2019s go, San Francisco\u201d isn\u2019t catchy enough?<\/p>\n
Looking for new ways to boost the city\u2019s image, Mayor Daniel Lurie has quietly met several times in recent months with philanthropist Laurene Powell Jobs, former Apple designer Jony Ive, Gap CEO Richard Dickson, and others, to discuss a branding campaign for the city code-named \u201cSF Identity,\u201d according to records obtained by The Standard.\u00a0<\/p>\n
Not much is known about the effort: All the parties involved either declined to comment or did not respond to interview requests. But it appears that the campaign will double down on Lurie\u2019s effort to rebrand the city as open for business.\u00a0<\/p>\n
Records show that Lurie met with Powell Jobs, Ive, and Dickson on Dec. 3 at the offices of LoveFrom, the design firm Ive founded in 2019 after spending decades at Apple, where he helped develop the iPhone, iMac, iPod, and other devices.\u00a0Powell Jobs currently serves as president of the Emerson Collective organization.<\/p>\n
Powell Jobs has a net worth of roughly $14 billion. | Source: Jemal Countess\/Getty Images<\/p>\n
In May, Ive\u2019s AI hardware startup, Io, was acquired by OpenAI for $6.5 billion in stock. The deal was announced via a widely shared video<\/a> of the design icon walking around San Francisco alongside his new business partner, OpenAI CEO Sam Altman, extolling the city\u2019s creative virtues.\u00a0<\/p>\n A memo obtained by The Standard described the Dec. 3 meeting with Lurie as \u201ca follow-up meeting with the SF Identity team to discuss a San Francisco branding campaign.\u201d Also present at the meeting were the mayor\u2019s chief of housing and economic development, Ned Segal, and LoveFrom designer Chris Wilson.\u00a0<\/p>\n The meeting memo states that Lurie also met with SF Identity in September and June. The mayor\u2019s calendar records from June show that he made a visit to LoveFrom\u2019s office with two other local players in attendance: Rich Silverstein and Jim Elliott of the blue-chip ad firm Goodby, Silverstein & Partners.\u00a0<\/p>\n The company, famed for its Super Bowl commercials, was behind the 2023 “It All Starts Here\u201d campaign, which sought to uplift the image of San Francisco as it emerged, staggering, from the pandemic. That campaign was funded (opens in new tab)<\/a> in part by two other civic-minded billionaires: Ripple CEO Chris Larsen and Gap chairman Bob Fisher.\u00a0<\/p>\n One source familiar with the SF Identity group described it as \u201cthe next version\u201d of that San Francisco-boosting campaign.\u00a0<\/p>\n A spokesperson for Goodby, Silverstein & Partners deferred comment to the mayor\u2019s office.<\/p>\n All those involved with the new campaign have close ties to Lurie or the nonprofit he founded, Tipping Point Community. Ive has donated generously to the nonprofit for years.<\/p>\n Powell Jobs, Ive, and Dickson are all members of the Partnership for San Francisco<\/a>, established last year to offer the mayor CEO perspectives on his policies \u2014 and vice versa. That group is run by former bank executive Katherine August-deWilde.\u00a0<\/p>\n Lurie in October posted a video (opens in new tab)<\/a> with Dickson after the Gap CEO attended a meeting of City Hall department heads.<\/p>\n![\"Two](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/02\/1770131591_3_-S3840x2560-FPNG.png\"\/)
Ive with Lurie in 2015 at a Tipping Point Community fundraiser. | Source: Photo – Drew Altizer<\/p>\n![\"\"](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/02\/1770131592_316_-S3840x2560-FPNG.png\"\/)
Gap CEO Richard Dickson is on Lurie\u2019s Partnership for San Francisco group. | Source: Julie Jacobson\/AP Photo<\/p>\n