Like a good neighbor, Butchershop is there


  • Real Estate & Hospitality


Summer 2019

San Francisco’s in our DNA. It’s present in the clients we work with and in the work we do for them. Look no further than Serif and The Avery: two condominium developments we partnered with over the last year.

For these projects, we focused as much on branding the neighborhoods in which they were built as we did on branding the developments themselves. San Francisco’s distinct neighborhoods are a huge part of the city’s appeal. From the Marina to the Mission, each district is home to different businesses, different people, different vibes. The neighborhood you live in is not a decision you make lightly. So the first question we asked when Related Companies came to us with a project to brand their first development in San Francisco was “where?”

Folsom and Fremont streets was the location—not exactly the beating heart of the city. It was several (sprawling, barren) blocks from anything notable. As we investigated the neighborhood further, we learned that it was in the midst of a city-sponsored rebrand. “The East Cut,” they called it. It was essentially a giant construction zone, with the Transbay Terminal being built right across the street from Related’s new development.

We knew this was a transformational moment, for the neighborhood and the city. The East Cut was home to the vast majority of construction in San Francisco, with a new tower being erected seemingly each week. This meant new businesses, new residents, new life. We used that to our advantage, positioning The Avery as being at the heart of the city’s new downtown: the centerpoint of arrival for a new generation of tastemakers. Here, we said, residents would not only get to experience the city’s next chapter—they would get to define it. A bold challenge qualified by the boldness of the development and area’s rapid growth.

With the other development project, Serif, our challenge was different. The Mid-Market neighborhood, where the development would be built, was anything but a blank slate. Smack dab in the middle of the city, it was a breeding ground for the less savory aspects of urban living. Sure, it was in the midst of a renaissance, with a fresh crop of restaurants and bars opening shop alongside new companies headquartered here. But it was still Mid-Market, on the edge of the infamous Tenderloin.

We decided that was the appeal itself—character, chaos, authenticity. This was city living epitomized. Rather than ignore the neighborhood, we embraced it. In fact, we made the neighborhood one of the heroes of the brand, dedicating significant space to it on the splash page and brochure, and encouraging potential buyers to embrace it as well.

For all the change San Francisco is experiencing, one of its most endearing—and enduring—qualities remains its neighborhoods. And we do our best to keep it that way, even as we seek to partner with companies leading the city’s changing landscape.