Verde at Mission Rock
San Francisco, CA
A verdant beacon of community and everyday adventure in San Francisco’s Mission Rock neighborhood.
THE ASK
Develop an identity for a residential tower in Mission Rock that displays the social advantages of its waterfront location and the high caliber of its rental offering. Root the design in the building’s distinct architecture while helping shape a stronger sense of community in a newly developing neighborhood.
SERVICES
DISCOVERY
- Brand Strategy & Positioning
- Verbal Identity Development
- Naming
BRAND DESIGN
- Visual Identity
- Collateral Design
- Social Media Direction
- Website Design
The Approach
We positioned Verde as a herald of excitement for contemporary life in San Francisco. Drawing from its distinct architecture, we built a brand around the interplay of movement and introspection to illustrate an urban lifestyle energized by the invigorating beauty of the bay.
The System
The logo’s flat-topped letterforms echo the stepped terraces of the façade. The overlapping parallelograms in the icon directly reference the architecture, while expressing Verde’s emphasis on community and coming together. A palette of greens and warm neutrals mirrors the building’s ceramic cladding and the way it reflects light from the bay and sky.
The Expression
Leasing and welcome materials are designed for quiet impact with woven textures, uncoated stocks, and subtle debossing that mirror the building’s materiality. Ample white space, thoughtful typography, and grounded photography styles reflect an easygoing attitude. Messaging champions a life made vibrant through design, nature, and neighborliness.
