The Rise
A New Social Heart for Silicon Valley
Noë & Associates have created the brand positioning, naming, and identity for The Rise, Cupertino's new downtown neighborhood designed to inspire all who live, work, or visit. To become a place where spirits and prospects will rise.
The scheme by Sand Hill Property Company pays homage to California's sense of possibility, history of innovation, and breathtaking natural beauty. Designed by Rafael Viñoly Architects, The Rise will feature the largest green roof in the world, a landscaped public park with recreational and cultural programs that will be a significant new urban amenity.
The brand positioning celebrates the innovative spirit of Silicon Valley and the natural vitality of Cupertino. It inspired both the name, The Rise, and a dynamic graphic identity that can adapt to promote exciting new retail opportunities, contemporary office spaces, and sophisticated residences.
Sectors
- Destination & Placemaking
Locations
- The Americas
Services
- Strategy
- Design
- Content
- AI & Innovation
Our job included creating a clear brand architecture that defines the desired relationship between all of the offers on a complex mixed-use site, creating a place that residents, workers, visitors, and the local community can navigate with ease.
GT America Rise
The project’s name reflects its dramatic architecture that will rise from the valley floor to become a real reference point in the landscape, as well as the sense of positivity and vitality that this new downtown neighborhood will inspire.
A custom version of GT America by type foundry Grilli Type references the curves paths and trails found on its expansive green roof. It features multiple character variations allowing for sophisticated but unexpected letterform pairings.
Brand Guidelines
A project of this scale and complexity required comprehensive brand guidelines to ensure the brand is represented correctly across its many contexts, from establishing The Rise as a new, vibrant retail and entertainment destination, to more restrained commercial and residential communications.
Launch Website
A launch website with an introductory animation was created to reveal the new brand and vision, alongside a series of enticing vignettes and a dedicated community section to aid ongoing local engagement. All renderings and animations were art directed by our team, working in collaboration with our long term partners at The Boundary.
