As developer of this new 26-story, mixed-use tower in rapidly changing downtown San Francisco, Tishman Speyer sought to develop a brand positioning and identity program that would convey the building’s unique attributes and appeal to top technology and professional services firms. The building’s distinct profile, featuring finned glass panels and floor-to-ceiling windows that provide uninterrupted views of the surrounding city and Bay, informed the design of the clean, contemporary logomark. The blue and gray color palette is reflective of both the building’s distinguished profile and refined construction materiality. The strong lines symbolize the verticality of the building and the overlapping glass panels of the curtainwall. A robust, sophisticated website was also developed to showcase the building features and benefits—building technology and sustainable design, floor plans, surrounding views—as well as an abundance of information on the surrounding neighborhood, including, residences, dining, parks, transportation, and more. The responsive website design can be viewed on desktop computers, tablets, and smart phones consistently across all touchpoints.