COMPREHENSIVE BRAND ID DESIGN
PROJECT Overview
Comprehensive Brand/ID Design
Madison Park Financial, Oakland, CA
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.
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.
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.
We were thrilled to work with Madison Park Financial on their latest real estate development projects as their Brand Consulting and Graphic Design Studio. They were constructing and launching two new properties, Bakery Lofts in Emeryville, CA, and Lampwork Lofts in West Oakland, CA, and needed a strategic partner to help with the rebranding and brand launch.
MyGroove Design, Inc. was prepared for the challenge. We delved deep into their target audience, competitors, and the properties' unique selling points. From there, we created a comprehensive brand identity campaign with the goal of increasing brand awareness and strengthening the parent and sub-brand messaging.
SOLUTION
MyGroove Design, Inc. jumped in headfirst, conducting extensive research and analysis to understand their residents' needs and desires and the holding company’s assets portfolio.
We began by conducting extensive research and site visits to learn about the company's history, mission, culture and values, as well as the needs and preferences of the target audience. We defined the brand for the parent company, Madison Park Financial, and established a new image for the Bakery Lofts Lifestyle Brand using this information. We wanted to convey a sense of community and urban living, with an emphasis on the building's and the surrounding area's historical elements. Following that, we worked on the Lampwork Lofts Brand, which we wanted to position as a modern and sleek option for city dwellers.
We created innovative branding strategies and solutions to bring these brands to life. We created and designed both properties' new visual identities, marketing materials, and collateral, as well as their new websites. For engagement, we used visual storytelling and experiential branding.
We also created a strategic plan for key executives, internal staff, and partners to ensure that everyone was on the same page and ready to support the new brand revitalization efforts.
RESULTS
Overall, the "Soda Free Summer" campaign was a game changer in the field of public health. It not only helped to reduce soda consumption in Alameda County, but it also had a ripple effect, inspiring people all over the country to reconsider their beverage choices. MyGroove Design, Inc. was able to make a significant impact on the health and well-being of communities across the country, and it continues to be a shining example of the power of innovative branding and design strategies.
GRAPHIC ELEMENTS: CONSISTENCY IN EVERY DETAIL
