A 315,000-square-foot Class A office and lab development anchoring San Francisco's Mission Bay, at the center of the city's fastest-growing life science and AI cluster.
Sitting one block from the city's flagship medical research campus, the project needed a brand that could compete for tenants in a market crowded with nearly identical life science developments, something scientifically credible without losing the warmth of a bayfront, community-driven address. The positioning that emerged, "Take pride in your purpose," reframed the building not as square footage but as a place where research and discovery are personal.
As part of the creative team, I developed the brand's graphic concept and logo, a visual identity built to hold up across leasing brochures, building signage, and a full marketing site, carrying that sense of purpose from the first impression through to the tour.
