The George Brand Identity
The Challenge
Brookfield properties approached us to create a timeless brand identity for their new city apartment collection influenced by the rich history, familiar culture and diverse community of San Francisco.
Our team worked closely with the Brookfield in-house creative team to align on a distinct visual language.
Services
• Naming
• Voice & Messaging
• Brand Identity
• Brand Guidelines
• Marketing
Design Process
The George's story was inspired by history - an era in San Francisco when things were built by people and with purpose.
The logomark for The George represents industrial craft and heritage rooted in tradition with a future-forward outlook. The materials chosen in building this apartment collection are made to develop a patina over time, allowing The George to settle into its environment and become a cohesive fixture in San Francisco's SOMA district.
Brand Execution
Understated and minimal. The George's visual language is confident in its presentation and embodies the young, urban dwellers of San Francisco.
Earth tones and simple typographic treatments make for a sophisticated communication system that speaks to the refined nature of a history both new and old.
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