As one of the country’s premier developments, Radd needed a brand identity that matched its impressive location and project ambition.

First, the name.

“RaDD” is inspired by the urban expression “rad = cool”, highlighting the essence of this sprawling development and giving a nod to San Diego's epic action sports lifestyle culture.

It ties-in nicely, too, with the project's descriptive acronym, Research and Development District.

We developed a brand identity both verbal and visual inspired by the Alpha a symbol for science and leadership, Military and the American Flag as to represent San Diego as a Gateway to the United States, and the Morse Code as a nod to the American Naval Roots and the Urban Lifestyle to highlight the RADD’s location as the “it” destination.

As a result, we created a brand that affirmed the spirit of American innovation, paid homage to its naval heritage while speaking to the unique essence of San Diego’s unmatched lifestyle.