Great America Commons
Work Performed:
- Art Direction
- Brand positioning
- Collateral design
- Copywriting
- Research
- Visual identity
- Verbal identity
- Web design
Great America Commons is a 115,000-square-foot campus in Santa Clara, featuring two six-story buildings, a foodhall, an outdoor lounge, and 103,000-square-feet of outdoor space.
I was engaged by PGIM to rebrand the campus during an extensive renovation period at the height of the COVID-19 pandemic.
GROWTH : READY
Rather than simply highlighting Great America Commons' real estate attributes, I framed them as drivers of employee wellness, productivity, and growth. During the pandemic, wellness became a priority, and the campus offered over 100,000 square feet of outdoor space—an ideal setting to emphasize the health benefits of nature. To support this, I researched, wrote, and designed an informational booklet as content marketing to educate prospective tenants. I also conducted a naming process for the large foodhall building in the campus. The name Harvest Hall was chosen to reflect the idea of abundance but also as a nod to the landlord: Harvest Properties.
Additionally, planned capital investments and renovations positioned the campus as a platform for growth, offering tenants the opportunity to expand alongside the property’s enhancements. And so, the double-meaning of growth-readiness for companies and for their employees became the central theme of the branding effort.
