Springline
Menlo Park, ca
A destination
mixed-use campus
that aims to take you further.
SERVICES
DISCOVERY
- Competitive Analysis
- Market Research
- Trendscaping
- Audience Studies
- Brand & Design Audits
- Creative Workshops
BRAND STRATEGY
- Positioning
- Brand Definition
- Naming
- Messaging Guidelines
- Brand Guidelines
BRAND DESIGN
- Visual Identity
- Collateral Design
- Digital Art Direction
- Signage & Wayfinding
- Production Management
EXPERIENCE STRATEGY
- Signature Touchpoints
- Guest Experience
- Customer Journeys
- Program & Amenity Strategy
Environment Design
- Design Vision
The Approach
We worked to establish Springline as
the city’s ultimate destination—an aspirational, experiential place pointed toward the future and always striving
for something a little bigger.
The Expression
A springline is the point where an arch begins to curve. It’s transformative. This dynamic, connective name enables brand messaging that intrigues and provokes, posing questions and exuding confidence.
The System
The brand logo refers to the Springline name. It cleverly uses negative space and informs the supporting graphics. Clean typography and cool colors—with a warm, energetic secondary palette—enable dynamic compositions set against crisp backgrounds.
