BRAND REFRESH FOR A LIFE-SCIENCE
& ADVANCED TECH CAMPUS
A BRAND REFRESH FOR A 68K SF, 16-BUILDING LIFE SCIENCE AND ADVANCED TECH CAMPUS IN SORRENTO VALLEY, BUILT AROUND A SHARED AMENITIES HUB.
Scope:
Brand Refresh
Voice and Copywriting
Leasing Collateral - Print + Digital
Video Concept
Team:
Jessica Haberer, Creative Direction, Design, Copywriting
Andy Jacobsohn, Videographer
Mires Ball, Logo Design
PROJECT BRIEF
The Ask:
A 68,000 SF, 16-building life science and advanced tech campus in Sorrento Valley, built around a communal amenities hub, needed a brand refresh — one that could feel current without abandoning the existing logo equity from Mires Ball.
The Direction:
Retained the original Mires Ball logo as the brand anchor and rebuilt everything around it — expanded the color palette, developed a new brand voice and taglines, designed an updated leasing brochure, produced an immersive campus video, and launched an eblast campaign to drive leasing momentum.
The Outcome:
Rather than showcase the campus and its spaces the way competitors do, the video took a first-person point of view, shifting perspective between people to show what an average day at SOVA actually feels like. That same instinct — fun over formal — carried through the brochure and eblasts, using playful language to signal that SOVA isn't all serious work. The eblast series pulled titles and clips directly from the video, translating that same tone for a different audience: the broker.
