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FENWAY Center

The RaDD

2021

Real Estate

Branding, Creative Direction, Art Direction, Photography, Motion, UI/UX

Description

Soon to be a new office, lab, and retail space, The Research and Development District (The RaDD) represents the largest urban commercial waterfront site along California’s Pacific Coast.

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

To do so, MB and WB worked together to develop a brand identity both verbal and visual inspired by the Alpha a symbol of 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. The name “RaDD” is inspired by the urban expression “rad = cool” highlighting the essence of the project.

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.

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Creative Direction

David Mubien

Art Direction

Javier Ochoa, Daniel Iglesias, David Mubien

UI/UX

Javier Ochoa

Motion Design

Daniel Iglesias

To do so, MB and WB worked together to develop a brand identity both verbal and visual inspired by the Alpha a symbol of 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. The name “RaDD” is inspired by the urban expression “rad = cool” highlighting the essence of the project.

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

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.

Creative Direction

David Mubien

Art Direction

Javier Ochoa, Daniel Iglesias, David Mubien

UI/UX

Javier Ochoa

Motion Design

Daniel Iglesias