COMPREHENSIVE BRAND ID DESIGN

PROJECT Overview

Project

Comprehensive Brand/ID Design

Client

Madison Park Financial, Oakland, CA

Introduction

Brand Identity for Two New Real Estate Developments

Madison Park Financial partnered with us as their Brand Consulting and Design Studio to support two major development projects, Bakery Lofts in Emeryville and Lampwork Lofts in West Oakland. They needed a cohesive brand identity system and launch strategy that strengthened their parent brand while elevating each property's unique character.

Role

Brand Strategist · Creative Director · Visual Identity Designer

We led community research, competitive analysis, and the full development of visual and narrative identity for both properties — ensuring each brand reflected the people and places it was designed to serve.

Challenge

Multi-Audience Branding + Community Alignment

The core challenge was creating a brand that resonated with both current residents and future tenants while reflecting the energy of Oakland’s creative community. The properties needed distinct identities that still fit within Madison Park’s overarching brand architecture.

Objective

Build Recognition + Drive Awareness

Our goal was to rebrand and relaunch both properties with a strong, cohesive identity that increased awareness, clarified positioning, and supported leasing efforts. We collaborated closely with executive and internal teams to ground every decision in audience insights, business goals, and local culture.

The StRategy

When Madison Park Financial introduced Bakery Lofts and Lampwork Lofts to the East Bay, they weren't simply bringing new housing to market. They were entering neighborhoods with deep histories, strong identities, and communities who had seen too many developments that looked modern but felt foreign.

The work was not just design. It was belonging, building brand identities that could earn their place in neighborhoods that already had a story.

We started with the neighborhoods, not the market. Through site visits, community research, and competitive analysis, we built a clear picture of who future residents were, what they valued, and what it would take for a new development to feel like it belonged.

Every visual decision, every naming choice, every design element was guided by one question: does this feel like it was made with someone like me in mind?

The Approach

We began by defining the parent brand, Madison Park Financial, establishing the ecosystem before developing each property identity within it.

For Bakery Lofts in Emeryville, we built a brand rooted in community and urban heritage, drawing from the history of the building and the character of the surrounding neighborhood.

For Lampwork Lofts in West Oakland, we developed a modern, refined identity for the contemporary city dweller, distinct in voice and visual language, cohesive within the Madison Park portfolio.

From there, we delivered full visual identity systems, marketing materials, collateral, and websites for both properties, alongside a strategic alignment framework ensuring executives, staff, and partners could speak to the new brands with clarity and confidence from launch.