San Diego, CA

As a prominent new tower on the San Diego skyline, Radian brings a new level of elevated living to the city’s emerging ballpark district.

A new 22-story tower has transformed the San Diego skyline in the city’s emerging Ballpark District between the vibrant East Village and downtown. Radian, a 255,000-square-foot residential development, includes 241 one-, two-, and three-bedroom luxury apartments, true indoor-outdoor living with outstanding views, thoughtfully considered amenities and engaging social spaces, and resident-focused programming and services. The tower is anchored on its lower levels by new retail space that incorporates the Farkas Store Fixtures building, listed on the historic register, and the Pacific Telephone and Telegraph Company Garage, which is cited as an historic resource.

Altitude developed the new building’s brand strategy, narrative, name and visual identity following a thorough analysis of the neighborhood, the competitive landscape, the target resident and the building itself. Along with this analysis, Radian’s luxury offering, its emphasis on sustainability and wellness, and its sweeping views of both downtown San Diego and the bay informed its positioning as “A Fresh View of Living Well.”

Within weeks after opening its doors, Radian was 40% leased and 25% occupied – quick in comparison to typical downtown projects of this scale – and new residents continue to move in each week.

The Radian logo features tall, condensed letterforms of the wordmark that reach upward and reflects the cultivated elegance of tower living. The unique cuts and angles formed at the intersections of letter strokes speak to meticulous craftsmanship and a radian measurement’s arcs and angles, and the angled-line motif below the wordmark completes the logo with a sophisticated flourish that suggests forward movement.

The brand’s color palette features jewel-tone greens that speak to Radian’s commitment to sustainability, while neutral tones have also been specified in Altitude’s brand guidelines to complement the scheme. Coming together in a comprehensive brand system, the color palette, typography and imagery approach informed Radian’s digital media and print collateral, as well as the architectural signage used throughout the building’s interior and exterior.

Altitude designed a signage and wayfinding program that guides residents, visitors and prospective residents along a seamless journey from the moment they arrive on site, reflecting and strengthening the overall brand experience. A variety of spaces and amenities including the penthouse floors, “Barc Parc” dog park, and “Studio 7” fitness room, received unique names to distinguish each as destinations. Custom graphics similarly enhance spaces such as the mailroom and parking garage, which is shared between Radian residents and retail shoppers, requiring a thoughtful approach to the way parking circulation is communicated with clarity.

Client: Cisterra Development Architect: Carrier Johnson + CULTURE Interior Designer : Gensler Signage Fabricator: TFN