www.foundrythree.com/
HUTNER GROUP
Located at the base of San Francisco’s Rincon Hill in the South Financial District, Foundry Square is a commercial real-estate campus. The development is a model contemporary/urban commercial complex, with 1.25 million sq. ft. of quality office space built in compliance with the highest LEED building standards for environmental sustainability. Foundry III is a one-of-a-kind office building, and the last structure to be part of Foundry Square. Foundry III was conceptualized with strikingly contemporary architecture and purpose-driven design to create a distinctive and highly functional workplace.

The Hutner Group, a multidisciplinary firm offering expertise in all aspects of identity, print and digital design, was hired by San Francisco developer Wilson Meany Sullivan, and worked in conjunction with Foundry Square real-estate brokers CB Richard Ellis to create the marketing message for Foundry III. Their collaboration produced a website that conveys the potential of this unique building to prospective tenants.

Using meticulously detailed 3D renderings is an effective way to do pre-visualization that helps boost sales and leases of all types of real-estate offerings. This virtual reality is a key element integral to www.foundrythree.com. “Since Foundry III was merely a construction site, and the neighborhood was ‘in transition,’ we used virtual reality to allow viewers to experience what the building and neighborhood would be like in the near future,” notes creative director Sue Hutner.

Clean graphics with lots of white space and spare typography encourage viewers to explore the location, features and floor plans of Foundry III. The website was designed to express the architectural intrigue of this building, which is a beautiful balance of practical necessity and aesthetic appeal. The pristine architectural renderings highlight environmentally green features, while also effectively promoting the neighborhood as the next downtown core of San Francisco. Because Foundry III is the last phase in the Foundry Square development, the navigation was designed to look like a curtain raising up to “unveil” information about the project from section to section. These movements create an elegant presentation and sense of excitement ... all of which supports the idea that forward-thinking companies looking for office space in an architecturally progressive environment will want to get in on this exciting opportunity.
Terry Lee Stone