Mira is a strikingly original luxury condominium building in San Francisco envisioned by Studio Gang and Tishman Speyer. Twisting up 40 stories, its architecture challenges the norm, with fanning bay windows that pay homage to the city history and a spiraling silhouette.

Following a deep dive into the neighborhood and target market, a story was crafted for Mira that spoke to the new angle on life offered by living there. The logo and underlying grid system referenced the architectural angles of the building. Mira’s website, brochure and sales video highlighted the project’s cutting-edge offering and it compared to the building’s twisting nature to that of dancers’ movements.