We designed a comprehensive communications package for 1945 Hyde Street, an exclusive mixed-use development project in San Francisco's Russian Hill neighborhood, led by the team of award-winning architects Ogrydziak /Prillinger, developer WILLIS+CO., and Webb Construction.
1945 Hyde Street, a former 1920s parking garage, was still early in construction when we started researching and developing the media representations of what this building would become. Wanting to visually capture the spirit of the space, we knew we must first understand its history. This allowed us to reflect on the juxtapositions between the existing historical structure and the new modern interior, and devise ways to honor both the old and the new with the aesthetics of our presentation. We didn't need to stray far; the iconic cover photo of Jack Kerouac's "On the Road" was shot at the building; numerous artifacts were found during excavation, and vintage signage and layers upon layers of paint revealed a rich patina of color and texture on the minimally restored walls.
The color palette was drawn from the patina of the walls, the paper (French Construction) was chosen to amplify the textural surfaces of the building, and the logo came from the angle in which the building anchors itself to Hyde Street (20% incline).
We created a website and shot and produced a video that bridged the experience of the print collateral and built momentum around the new building. The site served as a storytelling tool that featured a historic, interactive timeline of the neighborhood, a location map of local amenities, and presented the talented team behind the development and design of this architectural landmark.
We designed an interactive isometric illustration of the building allowing viewers
to virtually walk-through the building in a crisp, clean, minimalist interface.