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.

Our creative process took cues from the building’s industrial Bethlehem Steel 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 digital and signage—update these historical inspirations for contemporary times, highlighting both the building’s rich history and updated features.

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.