GOOGLE SOMA

San Francisco, CA

For Google’s seven-story workplace at 510 Townsend, 3d-identity partnered with Gensler San Francisco to create a narrative-driven environmental graphics and signage program inspired by the diverse ways people experience San Francisco. Set in a repurposed industrial building in the heart of SoMa, the concept explored the city’s hidden stories through modes of travel—walking, biking, driving, boating, and mass transit.

Each floor is anchored by a custom elevator core graphic representing one mode of travel, while environmental artwork throughout the building reveals rich, neighborhood-specific narratives that celebrate SoMa’s layered history and culture. The result is an engaging, place-based experience that reinforces Google’s brand, enhances wayfinding, and connects the workplace to the surrounding city.

• Environmental Graphics & Artwork

• Interior Wayfinding & Code Signage

• Design-Build Execution & Coordination

Principal: Bob Bangham

Project Manager: Hillary Brubaker

Lead Designer: Kyle Starret

Modern interior hallway with black elevator doors, white walls decorated with red and gray line patterns, and a ceiling with red grid panels and ceiling fans.
Interior view of a modern building with a wooden slat wall featuring neon lights forming the Google logo and a line graph.
Interior view of a modern Google office reception area with a white reception desk, potted plants, and a large illuminated Google logo on a wooden-paneled wall.
Modern hotel lobby with colorful ceiling art, seating area with beige and pink chairs, small wooden table, potted plants, and a vibrant wall mural. Glass doors lead to another room or outdoor area.
Modern lobby or reception area with a white wall featuring red map art and a partial world map, wooden slatted ceiling, gray flooring, and a seating area with beige and gray chairs and a round rug.
Interior of a modern lounge or common area with various seating options including chairs and sofas, wooden and fabric, a wall display with photos, and a large wall sign that reads "Enjoy the Ride". The ceiling features exposed pipes and wooden slats.