As part of our brand experience design for Bay Street Emeryville, we wanted to turn down the volume of messaging at the property. Communications in the past at Bay Street had been pretty pushy. There were billboards everywhere, but it was all one way communication. We decided to tone down the messaging with environmental graphics that alluded to the things people did at Bay Street in a subtle way. We developed a series of illustrations for billboards throughout the property, using them alongside patterns and flat color.