Branding, Web Design, and Creative Direction
Formerly Bedrock Capital, Uncommon was founded by principals Jason Larian and Ryan Hekhmat in 2016.
The firm sought an identity as a best-in-class visionary development company -- not just another real estate company.
Furthermore, specializing in large-scale, creative live-work-play campuses, Uncommon wanted to be seen in the best light among a wide variety of stakeholders, from city and state officials to financial institutions, creative office tenants, and residential tenants.
Our resulting brand name was "Uncommon,” which, more than a name, presents the firm's promise to offer real-estate experiences that extraordinary for their vision, thoughtfulness, and ability to transform entire areas.
TRUFFL developed the firm's messaging strategy, which included the tagline, "A new way of thinking about real estate development." We also wrote unique taglines for their residential business (“live uncommon”), office tenants (“work uncommon”), and general patrons (“play uncommon”).
The firm would soon launch different divisions; as such, TRUFFL developed a secondary logo to be used for subsidiary entities like Uncommon Supplies, a materials company. We also developed an emblem to be used as a nickname for the firm and to be used across digital and print collateral: “Unco.”
Finally, our color and font family selection helped tell a brand story that is at once approachable, yet aspirational and representative of modern luxury.
Uncommon is headquartered in Los Angeles, where it now develops projects including The 24, a twenty-four-acre mixed-use campus in the San Gabriel Valley.