How do we reposition a building created for a bygone American industrial giant in the mid-20th century to appeal to the creative information workers of the 21st? 100 California, Pembroke’s first entrée into the San Francisco real estate market, required remaking what was originally Bethlehem Steel’s stark west coast headquarters (built in 1960) into a more welcoming, human-focused place sensitive to the San Francisco worker of today.
Working in tandem with the renovation, we created a brand and marketing strategy that celebrates the Bethlehem Steel history and connects the ambition of that mid-century industrial age to that of the technology-fueled innovation of today.
Our creative process took cues from the building’s industrial origins and the more human-focused mid-century modernism in vogue on the west coast when 100 California was built. The brand expressions—from messaging to signage—update these historical inspirations for contemporary times, highlighting both the building’s rich history and updated features.
The logo is a transformation of the original Bethlehem Steel mark into one that represents—along with the supporting patterns (all in blocks of 100)—a more communal and inclusive sense of place.
Each elevator cab visualizes a historical moment related to the original construction of the building.
Pembroke has a very quality over quantity philosophy when it comes to their real estate holdings, and they felt that the branding work for 100 California exceeded their expectations and standard for such work. The brand has only recently launched, but in the interim many of the un-leased spaces have since been occupied.