Overview
Located in Oakland’s Fruitvale District, Casa Arabella is a 94-unit, multi-family building developed by EBALDC in partnership with The Unity Council. The building’s name honors Arabella Martinez, the founder of The Unity Council.
Casa Arabella is a vital addition to the Fruitvale Village, providing much-needed housing and amenities to people who have called the area home for generations. The property features a computer lab, a community room, three courtyards, and a beautifully landscaped paseo alongside the building.
Approach
Argus developed branding for Casa Arabella through extensive research. Mining information from stakeholders while paying particular attention to integration within the Fruitvale Village was critical to our efforts. A unique marquee sign and an exterior logo emblem clearly identify the building among the vibrancy of the Fruitvale district. Distinct environmental graphics, all inspired by Arabella Martinez’s spirit and work—who has an affinity for hummingbirds and their warrior spirit—support a unique and energized environment.
• Brand development
• Name development
• Brand identity
• Sign programming
• Site and building identity signage
• Interior code and wayfinding signage
• Artwork program