angela liu
north park
SAN FRANCISCO, CA
scope
product marketing and branding
role
product marketing and creative lead
duration
Q3 2019 - Q1 2021
deliverables
product go-to-market
visual identity
brand strategy
naming
photography direction
marketing collateral
website
website
northparksf.compartners
overview
North Park is a true office campus, perfectly located in the heart of downtown San Francisco.
To further promote a culture of creativity, community, and continuous growth at North Park, EQ Office thoughtfully carved out new communal spaces and outdoor areas for the tenants. As part of this revamp, the campus needed a new name and identity that embodied this refreshed approach to working.
the challenge
North Park itself is not the typical highly-amenitized skyscraper that many large companies in San Francisco are touring when searching for new office space. It's a cluster of low-rise buildings, tucked away near the waterfront. We identified this as a potential weakness, but also as one of North Park's biggest differentiators.
The concept of an office "campus" is widely used by large tech companies in reference to their workplaces. However, these offices are often located in high-rise buildings that don't fit the archetype of a traditional campus. This was an opportunity for North Park to be positioned as a true campus. Rather than trying to compete with the shiny and new, we reimagined the spaces and the brand to embrace its natural character. With its own park and space to grow horizontally, North Park effortlessly became a unique offering amidst its competitors.
the vision
The vision for North Park was to be an unexpected campus oasis within the urban hustle.
Our objective was to offer a sanctuary in the middle of Downtown San Francisco with ample outdoor greenery and spaces for people and companies to grow.
the brand
The brand was largely inspired by the distinct location of the property, the natural character and colors, as well as our vision of a true urban oasis.
Key aspects of the brand - including the peculiarly offset "o" in the wordmark, the hand-drawn illustration style, and the intentionally spaced layouts - were designed to signify a feeling of unexpectedness and curiosity that one can experience at North Park.
the experience
We focused the experience on playing up North Park's strengths and embracing what it had to offer. A significant piece of this was the direct access to the outdoors and proximity to its own park and the waterfront.
We worked with landscapers to rework surrounding areas to encourage tenants to spend more time outdoors. We also worked with architects to create new communal spaces, promoting connection within the community and offering different environments to inspire our tenants.