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Brand Concept

Logo Option 2
0
2
Next-Gen Destination

Abstract approach to the low and high rise buildings of the project with a nod to the Oak Tree inspiration

Typography

Heading - Cormorant Garamound

Heading - Neue Haas grotesk all caps

Body - Neue Haas Grotesk - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Aa

Cormorant Garamound

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567890!@#$%&*
Aa

Neue Haas Grotesk

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567890!@#$%&*

Colors

Grand Pine

OGAWA OLIVE

LAKESIDE LINEN

MERRIT BLUE

UPTOWN GRAY

TELEGRAPH TERRACOTTA

GOLDEN STATE

Patterns & Context

Branded Gift Box

Engaging
Email & Social

Brand Narrative

Pillars & Supporting Positioning

Made of Oakland,
for Oakland

A Place with Purpose

Connecting People
to Possibility

Designed with the city’s roots in mind—and its future on the horizon.

Eastline is much more than a workplace. It's a force for positive change in the Oakland landscape... and beyond.

Igniting Oakland's new wave of innovation with deep, far-reaching connections

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Brand Voice & Personality

Bold & Confident

Inclusive & Welcoming

Expressive & Innovative

Prioritizing succinct, declarative sentences that convey a sense of self-assurance.

Balancing confidence with a warm, friendly overtone that feels familiar and approachable, not lofty or arrogant.

Conversational, lighthearted, creative, social.

Rooted in Oakland.

Rising to Tomorrow.

We are Oakland.
We are Eastline.
We are a force to be reckoned with.

We’re fueled by purpose.

Eastline isn’t just a workplace. It’s a mindset—a next-generation community built by Oakland, for Oakland. Rising from the ground in partnership with some of the most forward-thinking, deeply engrained people who call this city home, Eastline will be the testament to what can happen when a multitude of diverse, locally invested voices unite at the drawing board.

It’s happening at Eastline.

We’ve created a space for connection. One that fuels innovation and gives meaning and purpose. A place that builds culture, incites innovation, an environment that runs on the joy of being and creating together. Discuss the latest advancements with your colleagues on a treehouse deck, pop down to the recording studio to listen to local artists or create content of your own, enjoy a quick bite at a minority-owned business. If it’s happening, it’s happening here.  

We're Plugged into the source.

Steps from BART. Connected to a pipeline of premier talent. Minutes from UC Berkeley. On-site spaces for community gathering, idea-sharing, and personal expression. When you’re here, you’re dialed into the heartbeat of possibility—and empowered to capture the very best the Bay Area has to offer.

Moving towards a brighter future.

The brightest minds are movingEast to create a better quality of life–for themselves and their families. Better transit, quality education, affordable homes, we’re at the epicenter of one of the greatest talent migrations in recent history. We’ve designed an urban campus to provide the balance, the connection, the respite that are enticing top talent to go east.

This is our place to create. To inspire. To transform.

This is Eastline. Let’s dare to dream big.

Brand Positioning

Insight