Agave

Honoring the historic site of a luxury multifamily project

The Agave multifamily project in San Antonio is situated along the city’s iconic Riverwalk, south of the tourist area near the King William district. It also sits on the site of the former headquarters of Spanish-language broadcasting pioneer Univision. Developer Greystar turned to us for an identity, messaging, marketing materials, and signage that would reflect Agave’s unique proximity to downtown and the river, it’s distinctive architecture, and the location’s connection to an important chapter in the city’s past.

Project Team: Content & Context; fd2s

Branding and Identity
Environmental Graphics
Interior Art and Exhibits
Signage and Wayfinding
Marketing Collateral and Campaigns

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Project Branding

Our graphic identity for the project uses a modular, contemporary typographic approach inspired by the historic Univision logo. This approach also creates an opportunity to recombine elements of the logotype in distinctive patterns in signage and marketing materials.

“Asterisk Group helped us honor the site’s history with a smart brand vocabulary that also reflects a modern living experience. Their marketing materials and signage program were tuned to both the audience and the architecture, a rare combination to find in one creative firm.”

Nic Whittaker, Director of Development, Greystar
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Marketing Tools

Agave’s messaging and marketing tools reflect our desire to positition the project as a place where residents can experience authentic downtown living. The custom Airstream trailer served as a leasing office while the project was under construction.

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Signage and Wayfinding

Agave was designed by the highly regarded Michael Hsu Office of Architecture, and our signage program respectfully accentuates the firm’s outstanding work. Signage elements compliment the underlying building forms and materials with a warm, minimal palette of natural wood, muted colors, and pared-down iconography. A dimensional neighborhood map in the leasing center allows staff to add articafacts from nearby bars and restaurants to help sell the project’s key location.

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Interpretive Graphics

Bilingual exterior graphics along the Riverwalk and on the building tell the story of the site’s historic significance.

Agave pioneered a new direction for multifamily living in downtown San Antonio, and our work helped to position the now-successful project as a desirable alternative to options in more-established downtown districts.