Art Direction | Design | Photography

BLVD North Park


BLVD North Park

BLVD is a new build in the vibrant North Park neighborhood of San Diego, California. The property aims to attract residents from all backgrounds, aged 25-35, with a strong sense of self and an interest in living a life that is anything but ordinary. This concept uses punchy imagery, iconography, a lively texture and brand language to both build sample resident profiles and incorporate all of the offerings of the property’s North Park location. The sharp black and white palette established by the logo was expanded to include colors found in the property’s interior package and throughout the historic neighborhood. Each profile presents the opportunity to visualize a day in the life of a BLVD resident. Body paragraph copy is for placement only, while all headlines and activity callouts were written for the client.


The architectural plans for this project will truly define the BLVD as ‘one of a kind’ gem. The letters B L V and D will be fabricated into 40’ tall steel signage and integrated into the structure and the main facade of the building. Numerous amenities, such as a bocce ball court, a dog run and multiple outdoor gathering spaces are spread throughout the project. The ground floor will feature the San Diego Tap Room restaurant and bar, as well as a brewery on the mezzanine level.



Agency: LeaseLabs | Client: HG Fenton