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About the Project:

Terraza Palmera at St. Joseph’s in the Fruitvale District of Oakland, California, provides 62 affordable family rental apartments in three buildings. 58 apartments were created in a newly constructed building, while four are located in rehabilitated structures (the Laundry Building and the Smokehouse) that were part of the historic 1912 landmark, St. Joseph’s Home for the Aged. On-site amenities include a community room facing a courtyard garden, a laundry room, and sunny lobby areas with seating.

Argus had the challenge of uniting three very different, but prominent components of the St. Joseph’s historic property: the campus, the historic senior building and a more modern new family apartment building. It was important to honor the historic aspects, while bridging the modern features to build a cohesive sense of place that elevates the sense of home to a variety of residents within the diverse and vibrant Fruitvale community.

Our branding process included an audit of historical St. Joseph’s documents, stakeholder and historian interviews and a community study which resulted in a family of identities for each of three elements; the campus, the senior apartment building and family apartment building. Our scope included programming and implementing appropriate signage which reflects the architecture and history of the location, as well as complies with historical guidelines and ADA standards. In addition, we created an art gallery throughout the building that illustrates the transformation of the campus and also includes engaging images of the local community.

Our Services:

• Brand Platform Development
• Naming
• Identity
• Signage and Wayfinding

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