Formerly known as California Barrell Company/Associate Capital, this Bay Area real estate developer was ripe to solidify a cohesive brand strategy and a distinct identity. Through an extensive and immersive research process (including over 25+ stakeholder interviews), we crafted a new name, strategy, and identity reflective of a team that has built a reputation on swapping antiquated industry practices and expectations for creating spaces with soul, creativity, and real innovation. The chosen name, Fifth Space, recognizes the five core project categories (Civic, Open, Health & Science, Living, and Working), but it also signifies the dimension beyond the expected, representing the purpose-driven approach that instills lasting soul and innovation into every project.