A redesign of downtown living



  • Brand Identity (Visual + Voice)
  • Copywriting
  • Web Design + Development


Spring 2019

Real estate developer L37 and hotelier Sydell Group (NoMad and Line Hotels) had a unique project for one of San Francisco’s underserved neighborhoods: a 12-story hotel and residential development in the heart of the gritty Mid-Market area. It was an opportunity to redefine an overlooked neighborhood with new living and lifestyle experiences, combining the social scene of a hotel with the comforts of downtown living. A modern take on iconic live-in hotels of the mid-20th century.

We embraced the mixed feelings about Mid-Market, recognizing its authentically San Francisco history and vibe. We focused on the neighborhood as much as the building itself, bringing intrigue to the development by inviting eccentricities into the brand experience.


We centered our work around the arts, design, and L37’s attention to detail as developers. The tagline, “Look Closer,” urged potential residents to rethink what they thought they knew about Mid-Market—to examine the little things, the details that make the neighborhood unique. We used a sans serif typeface to intentionally clash with the building’s name, Serif. Fractured patterns, upside-down images, and double-exposure photography lived the “Look Closer” idea. Meaningful collaborations between conceptual architect Bjarke Ingels Group, Handel Architects, and interior architect IwamotoScott unified every part of the residential and brand experience.

Serif is expected to lease in 2020.