Challenge
To elevate a Class A office building with non-trophy level finishes into a distinctive brand that would compete with premium properties in San Francisco's competitive SOMA market while appealing to AI startups and tech companies.

Approach
My approach included developing an edgy, modern brand identity utilizing the property's cobalt blue accent furniture as a key design element, creating both icon-based and typography-only logos that emphasized the creative "140 Second" name to differentiate from standard market offerings.

Outcome
Delivered a contemporary brand package that transformed the property's positioning from a standard office space to a creative, cool destination that resonated with the target tech audience and aligned with the client's preference for distinctive design.