Baker Center

Baker Center is a multi-building commercial campus in Minneapolis reimagined as a people-first destination rather than a traditional office property. I led the visual identity and property marketing direction, developing a cohesive system that shifts the focus from buildings to community and positions Baker Center as a place shaped by the people who work, create, and connect there. The identity is grounded in the values of character, integrity, and community, expressed through a clean, minimal design language using neutral tones paired with blue to create a calm, creative, and approachable atmosphere.

The system introduces a clear naming and color strategy across Baker 1 through 4, supported by signage and wayfinding concepts designed to improve clarity while reinforcing brand consistency. A key element of the direction was human-centered storytelling, featuring real roles within the Baker Center ecosystem, from baristas and engineers to architects, executives, and local business owners, to visually represent community without relying on corporate language. The identity was explored across a full range of applications, including environmental signage, community billboards, email and social campaigns, Instagram content, and a reimagined lobby video concept titled “Soul of the City.” The result is a warm, authentic, and modern property brand that breaks from conventional real estate marketing and reflects Baker Center as a living, connected community.