CREATIVE DIRECTION / BRAND STRATEGY / ART & DESIGN
CREATIVE DIRECTION / BRAND STRATEGY / ART & DESIGN
Creative Marketing, Visual Strategy, and Art Direction for 519 Uptown
#strategicplanning #branddevelopment #artdirection #graphicdesign #publicrelations #copyediting #print #web #socialmedia
519 Uptown—Oakland’s newest creative destination—is a vibrant ~63,000 square foot, seven-story adaptive reuse project located in the Uptown submarket of Oakland, CA.
Constructed in 1928, 519 Uptown was first operated as the Dufwin Theatre and later as the Roxie movie house—in 1980 the building was rebuilt from the inside out, converted to office, and renamed Dufwin Tower. After plans for the building’s adaptive reuse were announced, I suggested rebranding the project as 519 Uptown and drove the initiative, supervising the property’s marketing collateral and website design. In connection with the rebranding effort, I selected contemporary furnishings for the building’s reimagined lobby and conference room as well as the exterior decks on Floors 4 and 7. I also planned a celebratory grand premiere and ribbon cutting ceremony to unveil the historic building rehabilitation—Oakland Mayor Libby Schaaf, who cut the ceremonial ribbon, and Oakland-based artist Mark Bulwinkle, who forged a landmark three-dimensional mixed-media artwork for the 519 Uptown lobby, were both in attendance. I subsequently planned a Fresh Air Cantina-themed broker open house hosted on 519 Uptown’s seventh-floor roof deck and designed branded event passports for the occasion.
Strategic Planning / Brand Development / Art Direction / Graphic Design / Interior Design / Environmental Design & Signage / Event Planning / Print / Web / Copyediting / Social Media