American Steel Blocks

A new vision for a manufacturing property

Project Goals

American Steel is a 440,000 square foot multi-tenant, advanced manufacturing campus that had been largely ignored by previous ownership. Under new ownership, our goal was to change its perception in the brokerage community, elevate the property and reintroduce it to the marketplace.

Strategy

In the epicenter of West Oakland — one of the Bay Area’s leading manufacturing, bioengineering and research locations, we needed to develop a brand that embodied the sophistication and diversity of tenant uses and could be carried across the full campus.

Challenges

Our challenge was to unify the campus—comprised of 4 massive warehouse buildings, spread across multiple city blocks in various stages of disrepair and no visible cohesion.

Highlights

• A naming refresh to bring cohesion to the project: American Steel Blocks

• A strong brand and palette that translates to print, digital and exteriors

• Pride in association through the request for branded clothing

Result

American Steel Blocks is transforming into Class A manufacturing campus catering to a diverse set of tenant and industries with a strong brand story and presence.