From corporate business park to balanced living — changing the perception of a place brand in San Ramon, California.

Overview

Bishop Ranch is in a period of transition as it trades parking lots for walkable family living and brings the best of the Bay Area’s restaurants and retailers to its community. Led by the family-run Sunset Development, the 500+ acre site needed a relevant, effective, and inspirational brand to guide its evolution into the next generation.

The repositioning occurred during a time of significant change in the Bay Area, as many urban dwellers migrated out of city centers during the pandemic. As a result, San Ramon saw, and continues to see, an influx of new residents gravitating toward the lifestyle value of its location—more space, yet still within reach of Bay Area innovation.

At the same time, businesses are reexamining their real estate needs and planning for the future, making it an opportune time to consider meeting talent closer to home.

Challenge

Typologies limit potential.

Business park, suburb, campus, city, mixed-use — each term implies a singular idea of place and works against Bishop Ranch’s potential. To shift brand perception, a new narrative is shaped with a visual and verbal language that captures the many dimensions of Bishop Ranch, inciting possibility.

Position

Where ease meets ambition.

Bishop Ranch’s strategic position is centered around two often opposing forces: ease and ambition. When in harmony, they capture the brand’s lifestyle value. This essence informs every touchpoint of the brand.

Role

As roject lead. I worked closely with a fellow strategist through discovery, strategy, and positioning. I then oversaw creative teams through brand development and marketing collateral design. Along the way, I:

• Developed a naming architecture for the site’s ten zones

• Directed two editorial photo shoots as interim art director

• Crafted story and copy for executive pitch decks, advertising/marketings assets, and the brand’s website

• Oversaw junior staff and managed consultants, ensuring all deliverables were in harmony with the strategy and timeline
  

Completed while at Rapt Studio

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