Our approach to the overall brand design focuses on ideas of movement and flow.
The building’s name, Avanza, means “forward movement” in Spanish, and the building is constructed atop an underground waterway, expressing this concept both metaphorically and literally.
Because we wanted to celebrate the vibrant cultures of this predominantly Latin neighborhood, we conducted historical and onsite research. In the mid-century, cars reigned supreme along South Van Ness. This discovery, along with today’s vibrant street art scene and Latin culture, inspired us to echo these influences in our bilingual signs, our color palette, and overall theme of retro cars.
More concretely, we paid close attention to accessibility and durability. We chose sturdy, long-lasting materials, and designed high-contrast signs for easy readability.
At the groundbreaking ceremony, the entire community gathered to pray and, led by a community leader, hold a moment of silence. Today, this project is helping residents of the Mission get back on their feet, get stable, and move forward.