New Convoy District gateway sign installed by city crews. SAN DIEGO (FOX 5/KUSI) — San Diegans driving through Convoy now have a colorful new sign greeting them.
San Diego crews began installation of the neighborhood’s 30-foot gateway sign earlier this month, over a year after city leaders unveiled its design during an event in partnership with the Asian Business Association Foundation.
After many weeks of tweaking and hardcore programming, we finally finished the WordPress site designed by Bennett Peji, an international brand consultant, designer, & speaker on inclusive, community-centered design.
The story behind the Convoy District Sign
The Convoy Sign needed to be as unique and bold as Convoy itself, while also representing the convergence of diverse cultures that have shaped the identity of the Convoy Pan Asian Cultural & Business Innovation District.
Local designer Bennett Peji took on that difficult and very personal challenge. As a Filipino-American who grew up and still lives in Kearny Mesa, Peji saw first-hand how Convoy became the bustling center that it is today.
While most placemaking signs across the country are horizontal, Peji came up with a vertical sign concept, with letters that represent a potpourri of different cultural patterns and colors.
Below are the team members involved in the design of the Convoy District Sign.
Bennett Peji Design
Bennett Peji
Nicolette Peji
Lilia Peji
Trang Thi Kieu Dang
Christian Poblete
Elle Gamboa
Visual Asylum
MaeLin Levine
Amy Levine
Website and Media Content Creator
Lee Ann Kim
The Convoy area is not only home to many small businesses, but nonprofit institutions as well. Among them is the Asian Business Association Foundation (ABASD). The ABASD Foundation is responsible for the development and maintenance of the Convoy Sign.
Founded in 1990, ABASD represents the interests of over 30,000 Asian Pacific Islander Native Hawaiian (APINH) owned businesses throughout San Diego County. ABASD has also been at the forefront of advocacy to establish the Convoy area as a business district and cultural destination.
