THE CURRENT

Long Beach, CA

Client: Anderson Pacific Development
Architect: Rockefeller Partners Architects
Services: 

  • Branding

  • Website Design

  • Signage

  • Wayfinding

We partnered with Anderson Pacific Development and Rockefeller Partners Architects to develop the brand identity for a new luxury high-rise residential tower in Long Beach. 

The project included audience and competitor research, naming strategy, logo development, brand guidelines, advertising graphics, and a comprehensive signage and wayfinding system. Designed to position the development within Long Beach’s evolving urban landscape, the identity balances sophistication and contemporary lifestyle branding while creating a cohesive experience across marketing, architecture, and the resident journey.

Modern office lounge area with a white sofa, white pillows, a black logo on the wall reading 'The current', and a staircase with illuminated steps on the right.
A collection of business stationery items for 'The Current,' including two pencils, a letterhead, two business cards, an eraser, and a small notepad, all in a precise, minimalist black-and-white design on a light gray background.
Electric vehicle charging stations in a parking garage with a digital payment kiosk and a green sign indicating low emissions
Modern kitchen with white cabinets, stainless steel appliances, a blue-tiled island with two white stools, and black and white artwork hanging above.
A modern building with a sign that reads 'The current' on its exterior. In the background, there is a tall, rounded high-rise apartment or office building and a tree with yellow-green leaves.
Two bicycles, one blue and one white, are parked near a wall with a sign that says 'VELO-CITY'. A red bike pump is nearby, and a wooden bench is against the wall on the left side.