303 Second St. is a development in the SOMA district of San Francisco. The existing development had a worn out, underutilized plaza in need of a refresh. I developed a simple brand identity to announce the address of the development which was then expanded through signage, sculpture and wayfinding throughout the plaza, interiors and garage.
303 Second St. is a two-tower development. One of the biggest considerations in the design of the plaza was how to announce these entries clearly so people don’t end up in the wrong tower. We developed large-scale overhead signage that complements the architectural portals of the tower entries. In addition to the environmental graphics, I also played a part in planning the architectural design of the plaza. The plaza features a massive bronze sculpture by Jon Krawczyk.
I designed this massive 20′ sculpture to become a landmark of the ever-growing SOMA district. The scale and placement of the sculpture invites passersby to interact with it by its sheer size and durability. It’s always fun walking by and seeing footprints up inside of the “0″.
The garage posed an interesting challenge. The development has two towers that were previously poorly labeled. As the primary means of navigation to the desired tower, the garage needed clearly address this with a wayfinding solution. We designed color coded entry portals and supporting consistent level signage to announce the location of either tower. We dealt with the already confusing layout of the garage by using supergraphics to lead cars in the desired direction from a distance.
303 Second St. is located just off of the first exit when the Bay Bridge meets San Francisco. This was a perfect opportunity to announce the development in a location that has become an iconic part of a traveller’s arrival to San Francisco.