INSPIRED BY THE CITY & ITS CREATIVE CULTURE
In our quest to give Jack London Square a new face to its name. RSM Design acknowledged that it already had a strong brand equity as a historic working waterfront. RSM Design focused on creating a place for locals to connect to the water with expanded residential offerings, existing retail commercial base; and activating the links to commercial areas. The new brand’s identity and guidelines reflect the brand’s principles. The established brand guidelines and kit expresses the positioning and personality, which exhibit characteristics of the people and historical notions of the location – timeless, bold, rugged, proper, adventurous, dashing and handsome qualities. The branding narrative brought together the heritage of Jack London, the famed American writer who was raised in Oakland, and the local vibe that is the heart of Oakland. The narrative was then extended to the environmental graphic design system inspired by an industrial waterfront vocabulary.
