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About the Project:

1101 Connecticut is BRIDGE Housing’s first building in the 38 acre HOPE SF Rebuild Potrero development in San Francisco. It is the result of a multi-year effort working with the residents and surrounding community to shape the development master plan in what will be a 1700 unit mixed use, mixed income neighborhood. 1101 Connecticut offers a model of high-density affordable housing and symbolizes a great rejuvenation. The building includes 72 units of family housing.

Green features include photovoltaic panels to offset energy use, solar thermal hot water system, energy-efficient appliances, recycled materials with low VOC content, drought-tolerant landscaping and onsite 100% of stormwater treatment.

Argus was engaged by BRIDGE Housing to develop a brand strategy for 1101 Connecticut and the wider Potrero revitalization. Our work balances a sense of tradition with a new beginning. It was critical that we honor the existing community of residents as the Rebuild Potrero area is revitalized, starting with the 1101 Connecticut property, a microcosm of what is envisioned for the rest of the area and future development to come.

The brand positioning and concept we developed for the 1101 Connecticut property brand revolves around Connecting People.
– Connection to the community
– Connection to San Francisco
– Connection to the future

Argus’ branding work informed the design of a property identity and signage program. We worked closely with BRIDGE Housing and the Architect, Van Meter Williams Pollack, to integrate our design with the building to become a strong identifier, make a statement and act as a beacon for 1101 Connecticut and things to come at Potrero. Interior signs accentuate the idea of moving in a positive, upward direction.

Photography: Keith Baker

Our Services:

• Architectural Graphics
• Brand Guidelines
• Brand Platform Development
• Identity
• Wayfinding