the challenge.

Before diving into naming or design, we partnered with our client to define a clear brand strategy—one that honored the area’s industrial past while positioning the project for a dynamic, forward-thinking future. Nestled in El Segundo, where light manufacturing warehouses built in the 1940s and ’50s once served the oil and aircraft industries, the Smoky Hollow district is now evolving into a hub for entertainment, digital, and media companies. Amidst the revitalization, the neighborhood’s original character—motorcycle and auto repair shops just blocks from the ocean—still offers an authentic sense of place.

With this foundation, we developed the name Standard Works—a title that feels both rooted and progressive, bridging the site’s industrial heritage with a renewed focus on productivity and creativity. We carried that same spirit into the web presence and digital marketing materials, using color, typography, and layout to echo industrial design cues while infusing the brand with the energy of a new generation of innovators.