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303 Second: Brand Design

San Francisco, California

Occupying an entire block of San Francisco’s rapidly evolving South of Market neighborhood, 303 Second Street is the largest office complex in the city’s southern financial district. Looking to revitalize an underused public plaza and update its amenities, the client engaged Gensler to develop a building repositioning strategy that would attract new retail and workplace tenants and engage the community. As a part of an integrated design team, Gensler’s Brand Design team contributed to the effort by creating a new identity and logo design for the property and rethinking the signage and wayfinding strategy to help facilitate better navigation. Additionally, the team introduced sculptural placemaking elements that help to humanize the environment and create a memorable experience.