Webster Eleven
Chen Design Associates
Webster Eleven is a mixed-use development spanning an entire city block in downtown Oakland. The developer, The Martin Group, asked us to come up with a name and identity that positioned the building as a hub for living and working in the heart of Oakland, California. The primary target audiences are early to mid-career professionals that are looking to move to a new residence as a way to mark the next chapter of their lives.
We wanted to emphasize movement and connection in the identity, as this building will be a major site of activity in the neighborhood. The primary logo is a black and white execution, combined with the clever interaction of bold lines and positive and negative space. The overlapping forms and strong verticality mimic the building’s sleek design, as well as the intersection of streets that give the development its name. The simplicity and confidence of the logo design is paired with color photography that highlights life in the neighborhood and the possibilities contained within it.
Creative Director: Joshua Chen
Art Directors: Hannah Robinson DeMoss, Dana Marinovich, Joshua Chen
Senior Designer: Cedrik Ferrer
Writers/Strategists: Becky Luoh, Irene Kim Shepherd, Casey Flaherty
Project Managers: Anna Mumford, Eric Lo
Photography: Cedrik Ferrer, Bernee Briones, Kenny Jong, Stock photography
Recognition:
Communication Arts Online Exhibit
Communication Arts Design Annual 61
