angela liu
north park
SAN FRANCISCO, CA
scope
product marketing and branding
role
product marketing and creative lead
duration
Q3 2019 - Q1 2021
deliverables
product go-to-market
visual identity
brand strategy
naming
photography direction
marketing collateral
website
partners
overview
North Park is a true office campus, tucked in the heart of downtown San Francisco.
To foster a culture of creativity, community, and continuous growth, EQ Office carved out new communal areas and outdoor spaces throughout the property. As part of this transformation, the campus needed a new name and identity - one that captured this refreshed approach to work a celebrated the unique spirit of the space.
the challenge
North Park isn't the typical, amenity-packed skyscraper that many companies tour when looking for office space in San Francisco. It's a cluster of low-rise buildings, tucked near the waterfront. While this was initially seen as a disadvantage, we quickly recognized it as one of North Park's greatest strengths.
The concept of an "office campus" is often used by tech companies, yet most are housed in high-rises that don't truly reflect the campus archetype. North Park, with its natural layout, direct access to a park, and room to grow horizontally, offered an authentic alternative. Instead of competing with the shiny and new, we leaned into what made it different, reimagining the brand and space to reflect its laid-back character and built-in sense of community.
the vision
The vision for North Park was to create an unexpected campus oasis in the middle of the city.
Our goal was to offer a sense of calm within the urban energy of downtown San Francisco - through generous greenery, inviting outdoor spaces, and a flexible environment where both people and companies could thrive.
the brand
The brand was inspired by the property's distinct location, natural surroundings, and our vision of a true urban oasis.
Elements like the offset "o" in the wordmark, hand-drawn illustration style, and spacious, airy layouts were all designed to evoke a sense of curiosity and calm, mirroring the unexpected charm and character of North Park itself.
the experience
We leaned into North Park's natural strengths - its direct access to the outdoors and proximity to the waterfront - to create a more connected, inspiring environment.
Working with our landscapers, we enhanced surrounding green spaces to encourage tenants to spend more time outside. At the same time, we partnered with architects to introduce new communal areas that foster connection, creativity, and a stronger sense of community accross the campus.