When the Screenprint Showdown team was being put together, it was a no-brainer to have Kooltura Marketing (koolturamarketing.com) take the marketing lead on the project.
Kooltura specializes in nuanced and specifically targeted multicultural marketing and also leads #iPledgeSJ, a campaign to reach out and engage San Jose’s community members to become active participants of the arts and cultural scene. In other words, Kooltura embodies the type of storytelling and insight integral for the Screenprint Showdown to engage the immensely diverse San Jose community.
Omar Rodriguez, the Owner and Marketing Director of Kooltura Marketing, has lived in San Jose for over 24 years. According to a profile of him in Content Magazine (another member of the Screenprint Showdown team!), Omar first developed an interest in graphic design while at Lincoln High School. He majored in graphic design at West Valley College but switched to a major in marketing when he transferred to SJSU, graduating in 2005.
Omar put it best in his profile, "I love design but my specialization is marketing." This ends up being a really great one sentence encapsulation of Kooltura Marketing. In their visual output, there's a deeply felt appreciation for the magic-in-the-moment grace of great design and in working with them on the marketing side of the Screenprint Showdown, there's a great sense of what it takes to transmit that great design to the people of our city.
In addition to running the Screenprint Showdown's marketing and social media, Kooltura designed 50 San Jose Symbols (http://www.screenprintshowdown.com/symbols) to inspire our city's artists, designers, illustrators and makers to create a new visual identity for San Jose. You may have seen a bunch of them floating around. Now you know where they came from!
We connected with Omar to get his thoughts on San Jose, screenprinting and the Screenprint Showdown.
Q: Someone asks you, 'Why do you love SJ?'. What do you say?
I love San Jose for many reasons but one of the best reasons is because of its rich multicultural vibrancy.
Q: Given what you've seen over the past few months in marketing the event, what do you find are the most effective and engaging parts of the Screenprint Showdown's message?
I think that the most effective and engaging part of the Showdown was that it is all about San Jose and San Jose pride. Getting people excited about their own city.
Q: What does screenprinting mean to you?
To me, screenprinting means the ability to show, wear, share and express self pride.
Q; Let's say you're officially tasked to create a logo for the city of San Jose. What does it look like? What's the prevailing idea behind it?
To me it looks like the mosaic representing our different cultures. The idea behind it is that it would represent the diversity in our city.
Q: What is something people from outside of San Jose need to know or should know about San Jose?
One thing that people need to know about San Jose is that it is more than technology and startups. That it is a city with culture rich in the arts, driven by multicultural vibrancy.
Q: What are your thoughts on the Screenprint Showdown? What do you hope to see? What are your goals for the event?
Can't wait to the day of the event! I am excited to see the teams compete, and see others enjoy a day of print, design, and culture.
Screenprint Showdown Event Info
Day: Saturday, Jan. 30, 2016
Time: 11 AM to 5 PM
Location: Blanco Square, 12 N. San Pedro Street, San Jose, CA 95110
What's going on?
Live screenprinting + the birth of the city's new branded identity and logo + competitions, music and performances celebrating San Jose's deeply beloved screenprinting and art culture + LIMITED EDITION shirts and goods by Cukui, Silicon Valley De-Bug, School of Visual Philosophy and Authentic Imprints.
Brought to you by SJMADE, FutureArtsNow!, Content and Kooltura Marketing. Funded by Knight Foundation. Sponsored by Adobe, KQED and City of San Jose.