CLIENT
STRADA DEVELOPMENT
CATEGORY
Brand & Rebrand, Brand Platform, Research & Insights
Audience, Competitors & Trends, Logo & Visual Systems, Naming, Style Guides & Brand Standards, Copywriting
TEAM
Gershoni Creative
Creative Director: Gil Gershoni
Designers: André Carnevale, Molly Russel
Transforming part of
San Francisco
BRIEF
San Francisco-based developer Strada was planning to transform a two-acre parcel of land in the heart of the city.
The project site was home to a historically significant plumbers and pipefitters union and previously served as a transportation hub. The idea was to incorporate the structure into a mixed-use development centered around three residential buildings of market-rate housing apartments. We were brought on board to name and brand the development, merging past and future for a new generation of urban dwellers.
RESULT
We developed an understanding of the audiences at play — a mix of tech employees, twentysomethings and starter families — and the trends influencing renters’ behaviors, toward convenience and practical perks and away from the traditional markers of luxury.
Embracing the living history of the site, we arrived at a name, transforming a one-block alley at the rear of the parcel into a shorthand for all that’s to come on this emergent stretch of Market Street: The Brady.
.webp)
.webp)
