181 Fremont

IF Studio was brought on for a brand marketing refresh of 181 Fremont - San Francisco's tallest residential tower. Previous branding had told a robust story on architect, technological safety, and finishes and materiality of the product so IF Studio infused a new lifestyle vision to the building with a creative campaign called The World of 181 Fremont. This campaign told the story of living at 181 Fremont through the eyes of a female character returning from her world travels to her new home, bringing with her collectibles from her journeys like art. This robust lifestyle campaign was executed in brochure, website, and advertising. IF Studio also created a separate lifestyle campaign for the full-floor Penthouse focusing on a male character - a titan of industry and master of his own universe - and this was executed in brochure and a microsite as well as advertising.