Standard Works, El Segundo

the challenge.

El Segundo’s light manufacturing warehouses,¬†built in the 1940’s and 50’s to support the oil and aircraft industries are evolving into creative office and retail spaces housing firms in the entertainment, digital, social and innovative media realms. Referred to as Smoky Hollow, the original charm remains with motorcycle and auto repair shops dotting the landscape and providing a soulful authenticity with an interesting edge, just a few minutes from the Pacific Ocean.

We¬†approached the naming portion of this project wanting to pay homage to its past and looking forward excitedly toward the future. We worked with our client to arrive at a name that felt new and old, by juxtaposing the project’s refinery roots with the idea of present-day productivity.

The look and feel of the website had a similar objective, to use color and layout to reference the industrial age, while injecting the energy and excitement inherent in the new industrial age of innovation and intellectual achievement.


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