The Brady

Name: Gershoni Creative
Price range: $

Transforming part of
San Francisco’s past into a place to call home

Services

Brand & Rebrand

Brand Platform

Research & Insights

Audience, Competitors & Trends

Logo & Visual Systems

Naming

Style Guides & Brand Standards

Copywriting

The Brady

San Francisco-based developer Strada was planning to transform a two-acre parcel of land in the heart of the city.

The project site was home to a historically significant plumbers and pipefitters union and previously served as a transportation hub. The idea was to incorporate the structure into a mixed-use development centered around three residential buildings of market-rate housing apartments. Gershoni was brought on board to name and brand the development, merging past and future for a new generation of urban dwellers.

The Brady Case Study Multiple Lifestyle Tram Images 2

The Brady Case Study Lifestyle People Image 3

The Brady

We developed an understanding of the audiences at play — a mix of tech employees, twentysomethings and starter families — and the trends influencing renters’ behaviors, toward convenience and practical perks and away from the traditional markers of luxury.

Embracing the living history of the site, we arrived at a name, transforming a one-block alley at the rear of the parcel into a shorthand for all that’s to come on this emergent stretch of Market Street: The Brady.

The Brady

The architecture of the property inspired the look and feel.

We drew upon the clean lines of the streetfront façade for the iconic “B” logomark and looked at the wordmark as foundation: elemental and indispensable. Taken together, the pieces of the lockup form a triumphant whole — instantly recognizable and versatile enough to fit any application. Working in concert with The Brady’s interior design, landscape architecture and property management teams, we extended the logo into a vision for The Brady’s future that’s as vital as its connected past.