Introducing ELCO Yards: a newly emerging mixed-use district – poised to become a natural extension of a growing downtown Redwood City. See how we created a dynamic brand for this exciting new development.
When Greystar approached the Savage Bureau with an opportunity to create the brand for a new mixed-use project in Redwood City, we realized it wasn’t your standard office park, but an opportunity to brand an entirely new district in a historic and thriving Bay Area community.
Branding & Identity
After several site visits, stakeholder interviews and a deep dive on the history of Redwood City, we began an extensive naming exercise. The site itself is located along El Camino Real, a main thoroughfare in Redwood City, and has long been the home of used car dealerships and auto repair shops. ELCO is a nickname for the classic Chevrolet car from the 1960's and represents one of the first “hybrid” style vehicles, combining the body of a sedan with a pick-up bed.
For the identity system, we explored a range of looks and ultimately created a mark with a classic industrial feel that was inspired by vintage automotive manuals. We paired this with a modern typography system and a timeless color palette to create a truly memorable brand.
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