Latitude 38 is an affordable housing company based in San Francisco. Their housing services provide rooms for low-income young professionals and students in an array of properties all around the San Francisco peninsula.
My role is to design pages for their property and search tool websites. Latitude’s main search tool for their properties is Urbanests.com, where each of their properties are listed and mapped. I also designed printed marketing assets such as flyers and posters, and logos for required properties.
Urbanests.com
Pages
As the designer, I am responsible for laying out how certain webpages should look. These concepts are for galleries, info boards, job search, property listings, and eblasts.
Marketing Signs
For print materials, I am responsible for designing marketing materials such as posters, flyers, and business cards. These were designed for university presentations, pitches, and on display at each of our properties.
Social Media
Instagram story icons to represent each district of San Francisco
Pyramid Residences
Pyramid Residences is one of the Urbanest properties located in downtown San Francisco. It is located in Financial District just around the corner from the famous Trans-America Building. The Residence appeals to travelers nicely and encompasses the essence of what we love about San Francisco. The logo for Pyramid highlights those aspects in a simplified skyline representing the Trans-America Pyramid in the center, Embarcadero, Union Square, framed by the Golden Gate and Bay Bridges. The following campaign establishes the brand with simple, cool blue tones, and photos of the city and our property.
Logo
Sketches
Final logos
Two below were preferred and useful interchangeably depending on the material. The wide panoramic logo fit well with the website design as well as business cards and flyers. The portrait image was useful for posters and small icons.
Posters and Flyers
Website
Adrian Hotel
Adrian Hotel is a property in the very heart of the city. It is a safe space that has occupied San Francisco since 1907. It embraces San Francisco’s beautiful architecture and and golden age of the city in the 1920s and 30s. Although the Tenderloin has become the rundown side of the city, the Adrian Hotel has stood the test of time, keeping to its roots in black and gold.
North Beach Residences
Urbanests has 2 properties in the North Beach district of San Francisco. One is 371 Columbus Ave., and the other is 524 Columbus Ave up the street from each other. 371 is located within the beautiful bustling Little Italy. Just a step out the front door, it’s tucked between the iconic Trans-America Pyramid, and the beautiful National Shrine of St. Francis of Assisi. Just up the Street, 524 is located just behind Washington Square Park, famous and spectacular site of the St. Peter and Paul Church. Both properties are nestled in the abundance of unique eateries, shops, and icons in Little Italy.
Logo
I initially started with a logo with a nautical appeal, as the property looks over to Alcatraz Island. Alcatraz and the Fisherman’s Wharf are in close distance to the two properties and are national icons of San Francisco, and popular activities there include sailing, boat races, and shopping on the pier. But in later research, it was noted that the majority of our young, college student demographic are not interested so much in sailing. In addition, our properties, though in close range of Fisherman’s Wharf, is a long walk. It was determined that the location of Little Italy, would be a better style of appeal, and to capture the area in close proximity. Therefore, I explored a more Italian design for the logo.
Posters and Signs
1080 Folsom
Located in South of Market, otherwise known as SOMA to residents of San Francisco, 1080 Folsom is nestled in the sweet spot between the tech industry and a night on the town, endlessly surrounded by restaurants and bars, and across the street from the ever popular Sightglass Coffee.
Logo
Sketches
For 1080 Folsom, we wanted to explore a feminine quality to attract an openness and friendliness to the location and the brand. I enjoyed and played with the repetition of circles and the closed embrace of rounded shapes with various colors.
Final
Like Pyramid Residences, we liked the flexibility of two logos with the flexibility of using them for different purposes. The wide logo can comfortably display the entire address, and the rounded square can be playfully stamped on a website.
Posters
1010 Bush Residences
Logo
Sketches
Final
Posters
221 7th Street Residences and 251 9th Street Residences
Both properties are only a block away from each other, call them sister properties, if you will, as the buildings also look very similar. For these properties, we wanted logos that appeal to tech professionals with an appealing, clean logo that go hand in hand.
Logo
Sketches
Final