The goal for the project was to revitalize the block as a landmark of its own, creating a neighborhood gathering place rooted in community, wellness, and the arts. Housed within the property are City Ballet San Francisco and Chorus Hall, a new venue dedicated to the performing arts. Outside, a multi-use plaza provides a performance space, fountain, and directional signage for the busy area. 

Bound by five streets, the property's unique location became an inspiration for its identity. A fluid icon based on the five streets represents the confluence of neighborhoods that meet at the building, along with the catalytic energy of the people and experiences propelling it forward. Proportions for the icon are based on the golden ratio, signaling artistic proportion, refinement, and movement. The five lines serve as a framework for brand layout, creating a flexible, adaptive grid for photography, video, pattern, and typography. 

To evoke the feel of the spaces, we choreographed a sequence of digital vignettes, each highlighting a distinct amenity. These vignettes were carefully crafted to embody the entire brand experience through naturally styled scenes. The full collection of scenes has been integrated into web and other digital applications. And new residents are gifted a custom towel inspired by the movement and contrast of the stage lights, as a tribute to the theatre located below.

We were honored to help bring this project to completion and develop a cohesive identity that celebrates the arts and establishes a high level of service for those living there.