REVITALIZING AN EXISTING SPACE INTO SOMETHING NEW & RECOGNIZABLE
Originally known as Creekside Offices, Longfellow Real Estate Partners invited the RSM Design team to strategize and rebrand the life science campus in San Diego. Ultimately, the client desired for the campus to become well-known in the life science community. Through a series of stakeholder team meetings, the design team concluded that the project had a variety of unique amenities, especially notable was its outdoors connection to nearby creek. As a remodeled and newly positioned life science space, the design team collaborated closely to understand how this brand could come to life and have a unique character of its own.
THE PROCESS: DISTINGUISHING THE BRAND VALUES AND TARGET AUDIENCE
Through stakeholder workshops and visioning, the design team was able to gain critical insight for the strategy behind the new brand. Through the brand exploration, Creekside Labs emerged with five key organizational values that were specific to its mission. Ultimately, Creekside Labs is an updated lab life science campus positioned in the center of San Diego's Science and Research district that would offer an inspiring workplace atmosphere while being connected to the serene outdoors.
FINDING A NAME THAT REPRESENTS THE UNIQUE OFFERINGS
After articulating the brand narrative and core values, the design team focused on the new name behind the project. Through a focused lens of five key pillars of what the name should evoke – short, life science oriented, "creekside", convenience to location, and unique. As life science labs tend to be positioned in clusters, it was important that the name would be distinguishable and unique from the others in the market. The team then crafted a list of creative and relevant names to present to the client. Ultimately, Creekside Labs was chosen based on its straightforwardness for location and function.
A DEFINED LOGO AND BRAND SYSTEM FOR THE LIFE SCIENCE CAMPUS
The design team then continued to develop a logo design and brand-kit-of-parts for the life science organization. Drawing inspiration from natural elements such as water, wood, and stones, the team chose a color palette to be used in the design. The logo itself also draws details from natural patterns such as the movement of water or layering of stones in a creek or stream bed.
MARKETING COLLATERAL DESIGN
In the next steps of the design process, RSM Design created a leasing brochure that highlights the unique offerings of the life science project. It was vital to the stakeholders that the brochure exemplified the location and easy connectivity to San Diego, as well as showcase the unique connection of the outdoors and the state of the art lab space.