Having established themselves as a respected real estate developer and investor that makes a lasting, positive impact on the communities they work in, Strada found themselves ready for a new look to match their status. They enlisted Funkhaus to design new brand identity, market positioning, and website design, presenting a cohesive image of an organization that is sophisticated yet approachable, with a track record of being able to navigate complexity.
Strada
Holistic digital for a sophisticated developer entering their next phase of expansion
Brand Identity
Approachable sophistication in a logomark
Operating on a scale from residential projects to massive stadiums, Strada needed branding that encompasses their full identity, equally proficient as they are conscientious.
We utilized lowercase lettering and incorporated unique curvature that is reminiscent of a top-down, birds-eye view of a city to add a sense of levity and approachability while still exuding expertise and trustworthiness. Their resulting logomark is simple, sophisticated, and uniquely theirs.
Positioning
A new holistic language that reflects where they are and where they are going
When Strada first launched, their goal was to establish legitimacy. Now, they are well past that stage of their growth, and what is important to them to convey is their involvement and their investment in the wellbeing of the communities they work in.
We developed positioning and brand messaging to reflect their current stature in the Bay Area, and their position as being poised to expand their reach, their deep understanding of their field, and their humanity and approachability. Though the work they do is considered more traditional, the people behind it are cool, engaging, smart, and determined, and those characteristics come through in the language used to talk about Strada.
Website Design
Telling a broader story through a welcoming digital presence
Strada’s new website reframes how their work is experienced, pairing project narratives with insight into the thinking and process behind each development. A flexible case study system allows users to explore the full range of their portfolio—from complex, large-scale projects to more focused work—without losing context or clarity.
The visual system draws from architectural principles—precision, restraint, and rhythm—while softening them with a more human tone.
A composed palette and moments of motion add clarity and warmth, creating an experience that feels confident without feeling closed off.
